{"id":27868,"date":"2021-05-13T08:58:00","date_gmt":"2021-05-13T13:58:00","guid":{"rendered":"https:\/\/www.hostgator.com\/blog\/?p=27868"},"modified":"2021-04-27T12:36:33","modified_gmt":"2021-04-27T17:36:33","slug":"google-ads-changing-keyword-matches","status":"publish","type":"post","link":"https:\/\/www.hostgator.com\/blog\/google-ads-changing-keyword-matches\/","title":{"rendered":"Google Ads Is Changing Its Keyword Matches. How Will That Affect Your Ad Program?"},"content":{"rendered":"\n<p><em>This article is part of HostGator\u2019s Web Pros Series. In this series, we feature articles from our team of experts here at HostGator. Our Product Managers, Linux Administrators, Marketers, and Tech Support engineers share their best tips for getting the most out of your website.<\/em><\/p>\n\n\n\n<p>Do you use Google Ads to connect with new customers for your business? If so, you need to know about a change Google\u2019s making to the way they handle keyword matches-changes that can affect who you reach with your ads and how much you spend.<\/p>\n\n\n\n<p><strong>Here\u2019s the news:<\/strong> Starting in July 2021, Google\u2019s broad match modifier (BMM) functionality merges with phrase match.&nbsp;<\/p>\n\n\n\n<p>Scratching your head? Understandable   Google gives you several <a href=\"https:\/\/www.hostgator.com\/blog\/keyword-bidding-100-google-ads-budget\/\">ways to set up your ad campaign keywords<\/a>, and it can be a lot to keep track of while you\u2019re running a business.&nbsp;<\/p>\n\n\n<div class=\"hgrp\"><h4>You might like&#8230;<\/h4><ul><li><span class=\"prod-icon\"><a href=\"https:\/\/www.hostgator.com\/website-builder\" data-element-location=\"body.post_content.related_prod_block\" data-element-type=\"button\" data-element-label=\"website_builder\"><img loading=\"lazy\" decoding=\"async\" width=\"150\" height=\"150\" src=\"https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2020\/11\/website-builder-150x150.png\" class=\"attachment-thumbnail size-thumbnail\" alt=\"\" srcset=\"https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2020\/11\/website-builder-150x150.png 150w, https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2020\/11\/website-builder-300x300.png 300w, https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2020\/11\/website-builder.png 500w\" sizes=\"(max-width: 150px) 100vw, 150px\" \/><\/a><\/span><a href=\"https:\/\/www.hostgator.com\/website-builder\" class=\"hgrp-link\" data-element-location=\"body.post_content.related_prod_block\" data-element-type=\"link\" data-element-label=\"website_builder\">Website Builder<\/a><\/li><li><span class=\"prod-icon\"><a href=\"https:\/\/www.hostgator.com\/managed-wordpress-hosting\" data-element-location=\"body.post_content.related_prod_block\" data-element-type=\"button\" data-element-label=\"wordpress_hosting\"><img loading=\"lazy\" decoding=\"async\" width=\"150\" height=\"150\" src=\"https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2020\/11\/wp-hosting-150x150.png\" class=\"attachment-thumbnail size-thumbnail\" alt=\"\" srcset=\"https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2020\/11\/wp-hosting-150x150.png 150w, https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2020\/11\/wp-hosting-300x300.png 300w, https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2020\/11\/wp-hosting.png 500w\" sizes=\"(max-width: 150px) 100vw, 150px\" \/><\/a><\/span><a href=\"https:\/\/www.hostgator.com\/managed-wordpress-hosting\" class=\"hgrp-link\" data-element-location=\"body.post_content.related_prod_block\" data-element-type=\"link\" data-element-label=\"wordpress_hosting\">WordPress Hosting<\/a><\/li><\/ul><\/div>\n\n\n<h2 class=\"wp-block-heading\" id=\"h-a-quick-review-of-keyword-match-types-in-google-ads\">A quick review of keyword match types in Google Ads<\/h2>\n\n\n\n<p>Long story short, when you <a href=\"https:\/\/www.hostgator.com\/blog\/setup-first-google-ad\/\">set up a Google ad campaign<\/a>, you decide how you want keywords to trigger your ads to display:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Exact match keywords<\/strong> only show your ad to searchers who type in the same exact phrase or one with the same intent. For example, if your exact match keyword is <strong>[dog sweater]<\/strong> your ad will show in searches for <strong>sweaters for dogs<\/strong> and <strong>dog sweaters<\/strong>, but not <strong>dog costumes<\/strong> or <strong>dog holiday outfits<\/strong>.<\/li><li><strong>Phrase match keywords<\/strong> show your ad to searchers who type in the same or a related phrase. For example, if your phrase match keyword is <strong>'rabbit backpack'\u009d<\/strong> your ad will show in searches for <strong>rabbit backpacks<\/strong> and <strong>rabbit carriers<\/strong>, plus <strong>pet carriers<\/strong> and <strong>rabbit supplies<\/strong>.<\/li><li><strong>Broad match keywords <\/strong>are, well, the broadest. Set up a broad match keyword for <strong>wading pool<\/strong> and your ad could show in searches for plastic kiddie pools, public pools and splash pads, and dictionary definitions of the term. Broad match searches are useful for helping your ad appear on searches for your competitors, because they focus on general intent.&nbsp;<\/li><\/ul>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh3.googleusercontent.com\/CHz_aup37IXKjQFSLbDWEOY07NJwBCAnm4JOtaABGCoJeMOhsfbW_zEzWR2AY2hLRw-bQ6b3KEakpkiAyR32w29TJjVZl3OG_elwczwRpRwsFBxfTzMTyDDMCEF2xNRUyxmFZpNc\" alt=\"google keyword match types\"\/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-ok-so-what-s-changing-with-google-ads-keyword-matches\">OK, so what\u2019s changing with Google Ads keyword matches?<\/h2>\n\n\n\n<p>Because broad match is sooo broad, Google added a <a href=\"https:\/\/support.google.com\/google-ads\/answer\/10286719?hl=en\" target=\"_blank\" rel=\"noopener\">broad match modifier option<\/a> a while back. It\u2019s basically halfway between broad match and phrase match.&nbsp;<\/p>\n\n\n\n<p>To make a broad match modified keyword, you put plus signs in front of the terms in your keyword phrase. Then, Google knows you want all of those keywords to show up in searches that match the same broad intent.&nbsp;<\/p>\n\n\n\n<p>For example, right now, Google\u2019s sample BMM search below will display ads when people are looking to move to Boston from New York and when they\u2019re moving the other direction. This is the 'Before'\u009d side of the graphic below.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh3.googleusercontent.com\/ZRM19bqkdQieBG3v_Fv6NbSowE6hdi-aKautNvJSLbWTdlWVJRCHAsoO6mxl-juF2he4kkScQ96ChbyQgHWoubEwzwS5dyWklZIgneLrh7QjtMhxhxmzIm1cPCNtkUFmkkjewK6L\" alt=\"google updated phrase match\"\/><\/figure>\n\n\n\n<p>In July, Google\u2019s basically making broad match modifier part of the phrase match option you see on your Ads dashboard, instead of having BMM be a separate thing. As the 'After'\u009d side of their graphic shows, they won\u2019t display ads for this keyword on Boston-to-NYC options, which will ensure that the ads are more relevant.<\/p>\n\n\n\n<p>Also, as of July:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>You won\u2019t be able to create new BMM keywords by using the + sign.&nbsp;<\/li><li>Phrase match will automatically include BMM functionality.<\/li><li>Any BMM keywords you have now will roll over to the new version of phrase match.&nbsp;<\/li><\/ul>\n\n\n\n<p>If you run campaigns in more than one language, you may see this change take effect at different times. Like most Google changes, this one will roll out in phases, with English and a few other widely spoken languages up first, and the rest later in 2021.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-what-steps-should-people-take-to-make-sure-their-ad-programs-are-still-on-track\">What steps should people take to make sure their ad programs are still on track?<\/h2>\n\n\n\n<p>Here\u2019s what Google recommends.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-1-start-creating-phrase-match-keywords-instead-of-bmm-keywords\"><strong>1. Start creating phrase match keywords instead of BMM keywords.&nbsp;<\/strong><\/h3>\n\n\n\n<p id=\"h-they-re-going-to-change-soon-anyway-and-if-you-edit-your-bmm-keywords-they-ll-auto-update-to-phrase-match\">They\u2019re going to change soon anyway, and if you edit your BMM keywords they\u2019ll auto-update to phrase match.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-2-don-t-convert-your-existing-bmm-keywords-to-phrase-match-if-you-want-to-keep-their-performance-stats\"><strong>2. Don\u2019t convert your existing BMM keywords to phrase match if you want to keep their performance stats.&nbsp;<\/strong><\/h3>\n\n\n\n<p>Changing them now will wipe out that data.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-3-review-your-program-to-see-if-you-need-to-add-or-change-keywords\"><strong>3. Review your program to see if you need to add or change keywords.&nbsp;<\/strong><\/h3>\n\n\n\n<p>What you do here depends on your money and your goals.&nbsp;<\/p>\n\n\n\n<p><strong>Trying to stretch a small ad budget? <\/strong>You\u2019re probably better off sticking with exact match keywords <a href=\"https:\/\/www.hostgator.com\/blog\/keyword-bidding-100-google-ads-budget\/\">if your ad budget\u2019s very tight<\/a>, especially now that phrase match will automatically include broader intent. That adjustment can help you reach customers who are intent on buying instead of spending your ad dollars on people who may just be browsing.&nbsp;<\/p>\n\n\n\n<p><strong>Got a bigger ad budget and want to find more customers? <\/strong>You can use broad match, phrase match, and <a href=\"https:\/\/support.google.com\/google-ads\/answer\/7065882?hl=en\" target=\"_blank\" rel=\"noopener\">Google Smart Bidding<\/a> as a discovery tool-as long as you don\u2019t have a low cap on your budget and you can wait two to four weeks for Google\u2019s algorithm to learn how people search for your keywords and what they do next.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-4-take-a-new-look-at-your-negative-keywords\"><strong>4. Take a new look at your negative keywords.&nbsp;<\/strong><\/h3>\n\n\n\n<p>Google says the update won\u2019t affect them, but while you\u2019re updating, it\u2019s a good idea to make your negative matches as exact as you can, so you have everything in there that you don\u2019t want to match to.&nbsp;<\/p>\n\n\n\n<p>For example, if you only sell large t-shirts, you\u2019ll need to list medium and small as negative keywords, so your ads don\u2019t show up in those search results.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-get-ready-for-phrase-match\">Get ready for phrase match<\/h2>\n\n\n\n<p>Once you have everything ready, remember to <a href=\"https:\/\/www.hostgator.com\/blog\/google-ads-success-metrics-performance\/\">monitor your Google Ads metrics<\/a> after the change in July. You may need to make more adjustments to reach the right customers with your ad spend.&nbsp;<\/p>\n\n\n\n<p><em>Ready to start running pay-per-click ads for your business?&nbsp;<\/em><a href=\"https:\/\/www.hostgator.com\/web-hosting\"><em>HostGator\u2019s shared hosting plans<\/em><\/a><em>&nbsp;come with a $150 credit for Google Ads when you spend $25 on ads, and a free $100 credit for Bing Ads.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>This article is part of HostGator\u2019s Web Pros Series. In this series, we feature articles from our team of experts&#8230;<\/p>\n","protected":false},"author":221,"featured_media":27921,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[24],"tags":[137,139,122,121],"class_list":["post-27868","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tips-and-tricks","tag-hostgator-web-pros","tag-startup-small-business","tag-website-builder","tag-wordpress-hosting"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.2 (Yoast SEO v23.2) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Google Ads Is Changing Its Keyword Matches. How Will That Affect Your Ad Program? - HostGator<\/title>\n<meta name=\"description\" content=\"Google\u00e2\u20ac\u2122s changing the way they handle keyword matches. 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