Lately, Google Ads has been the cause of much discussion in the digital marketing world. Google has all but admitted that they are getting rid of match types, changing their ad network to be made up completely of broad keywords. The reason for this change, according to Google, is to increase click-through-rates and conversions. At first glance, this may seem like a good thing for marketers, however, this increase in clicks works nearly exclusively in Google’s favor.
Historically, setting up a campaign required researching industry-related keywords and their monthly searches. You could determine which keywords you were willing to target and how much you were willing to pay each time somebody clicked on your ad. You were awarded a level of organization through ad groups, some marketers preferred to separate their keywords by categories while others preferred to separate by match types. Originally, there were three match types; broad, phrase, and exact, until 2010, Google released broad match modifiers as an option.
Broad – Broad match is the default match type unless changed within Google. A search result can include misspellings and relevant searches.
|used cars chicago||insurance quotes for used cars|
Broad Match Modified – Marked by a “+” symbol before the keyword, your ads may show to a variety of related search queries, but more targeted than the default broad match type. The best approach to use the Broad Match Modifier is to use the “+” symbol multiple times in a keyword string.
|+best burger +chicago||top rated burger restaurants in chicago|
|+travel bag +men||men’s weekend bag for sale|
Phrase – Targeting a phrase within quotations, increases the specificity of who you are attempting to reach. This match type may at times show your ad to users with words outside your targeted string, but it will not change the meaning of the sentence.
|“best pizza in new york”||who has the best pizza in nyc|
Exact – The strictest of all match types, keywords within brackets have to match the exact spelling and order for your ad to appear. This match type would leave nothing up to interpretation.
|[movie theaters nearby]||“movie theaters nearby”|
Because many advertisers preferred to target as granular as possible, especially those with limited budgets, Google announced they would show related searches to Phrase and Exact keywords. This update, by Google’s definition, renders Phrase and Exact keywords useless. Instead of showing ads for your Chicago burger joint to people searching for burgers in Chicago, they will also show it to people looking for roast beef sandwiches and other items that you do not sell.
Corporations with million-dollar budgets may not lose sleep over the changes, however, companies with specializations and strict ad budgets will need to lean heavier on their marketers for assistance. You may expect many of your campaigns to be marked “limited by budget” due to the increase in new search terms. Instead of checking your search queries weekly or monthly, you may need to check them daily to ensure you are not running through your campaign budgets on users you cannot convert.
If you have noticed a drop in production from your keywords, while still spending the same amount of money, reach out to us today for a free consult. Trindie Marketing will review your campaigns with you free of charge and provide any suggestions to get your campaigns back on track.