New Changes Coming to Google Ads Keywords

February 22 / Clare J. / filed under Pay-Per-Click

Google logo sign in neon text

Google Ads is one of the most well-known and widely used online advertising platforms in the world. Over time, Google has made several changes to their advertising platforms to enhance performance and ease-of-use for advertisers. Their most recent change is the move to combine Broad Match Modified and Phrase Match Keywords. Here’s why this change matters, and how it might affect your Google Ads account: 

What’s happening?

Previous to this change, Google had 4 types of keywords, which are triggered by search terms to show your ads. These keywords, listed from more specific to more broad, are: Exact Match, Phrase Match, Broad Match Modified, and Broad Match. 

Essentially, Google is looking to simplify their keywords. Broad Match Modified (BMM) keywords are being phased out, and Phrase Match keywords will become eligible to show for a broader range of search terms. These changes will begin to go into effect now, in mid-February, and BMM keywords will be phased out completely in July of this year. 

Why it matters

If no changes are made to your current keyword strategy, this change may impact the amount of searches you appear in, and the types of searches that trigger your ads. You want to make sure you are showing for relevant searches related to the product or service you offer. Going forward, it is important that you are adding Phrase match keywords instead of BMM keywords, since they will be phased out from accounts completely by July. 

How Your Account Could Be Affected

Although Google’s goal with these changes is to simplify ads management overall, there will likely be fluctuations in your advertising data as these changes roll out. We may notice an increase or decrease in impressions and clicks within the account depending on the types of keywords you have in the account. 

Depending on what data changes you see in your account, it may be necessary to pause keywords, to add new keywords, or to adjust the match type of your keywords. You will also want to keep a close eye on the actual search terms people type in when they click your ads to make sure they are on target with the products and services you offer. You can always add more negative keywords to discourage off-topic searches if necessary. 

At Chair 10 Marketing it is our goal to stay up-to-date on the latest changes across advertising platforms. If you need help navigating the ever-changing world of online marketing, get in touch today to see how we can help your digital advertising campaigns stay on top!