Keyword match types are like a ringing bell—their significance shouldn’t be ignored. While that might sound a bit dramatic, it’s fitting with Halloween approaching. The use of keyword match types is still prevalent in Google Ads. …at least for the time being…

Why “for now”? Just recently, certain advertisers noticed a new beta feature in Google Ads. This feature essentially allows the activation of broad keywords at the campaign level, effectively disabling keyword match types. This development raises some interesting questions… Continue reading to understand:

• The nature of this new feature.
• The background behind its introduction.
• Tips on effectively using (or choosing not to use) broad match in conjunction with Smart Bidding.

What is the campaign-level broad match beta feature in Google Ads?

A new beta feature named “broad match keywords” has surfaced for a select group of advertisers. Enabling this feature implies utilizing broad match keywords throughout the entire campaign. Conversely, turning it off allows you to continue using specific keyword match types.

In essence, by enabling this campaign-level broad targeting, you would disable the use of keyword match types. It’s important to note that this feature is currently in a limited beta phase, meaning only a small portion of accounts have access to it.

A Look Back at Broad Match Keywords in Google Ads

Let’s see how this recent change fits into the broader narrative of keyword matching, a story that’s been unfolding like a captivating TV series since February of the previous year: February 2021: Modified broad match gets phased out. Google’s explanation: modified broad and phrase match often serve similar purposes, leading to modified broad match being discontinued and its functionalities being absorbed by phrase match. The reactions from advertisers are mixed, but the overall sentiment toward the update is negative.

Matt Boaman’s Tweet proposition: Why not just do away with keywords altogether?" September 2021: Google makes the case that broad match is all you need. They announce that due to advancements in BERT and the introduction of new logic, broad match has become more effective than ever. They argue that when paired with Smart Bidding, using multiple match types for the same keyword is no longer necessary. Once again, advertisers weren’t pleased and contested this assertion:

Greg Finn’s Tweet counter-argument to Google’s fall 2021 matching behavior announcement. Since then: There’s been a continuous push for using broad match together with Smart Bidding. Exhibit A: Recommendations appearing within Google Ads accounts suggesting users to “upgrade existing keywords to broad match.”

And a significant piece of evidence, Exhibit B, from Google Marketing Live 2022:

October 2022: Google rolls out campaign-level broad match as a limited beta, which, not surprisingly, continues to advocate for the combined use of broad match and Smart Bidding. Within the Google Ads interface, the feature is introduced with the following: “Broad match keywords, in conjunction with Smart Bidding, help you achieve your campaign objectives. Your ads might appear in searches related to your keyword, which can include searches that don’t explicitly contain the keyword terms.” It then highlights three key benefits:

• “Maintain control over who sees your ads with precise brand controls.”
• “Gain clear insights into which keywords are driving results for your campaign.”
• “Utilize features that enable Google Ads to automatically enhance your keywords.”

Initial Feedback from Advertisers

In his Linkedin post, Google Ads expert Benjamin Wenner suggests that this could signify the beginning of the end for keyword match types (it’s crucial to understand that Google isn’t eliminating keyword match types—this is just his perspective).

“What is currently a beta feature you can enable or disable might soon become the standard. Eventually, there might be no option to switch it off, leading to the complete implementation of campaign-level broad match."

He also observes that this feature seems beneficial mainly to accounts with significant spending:

“While I repeatedly come across positive results with broad match, particularly in larger accounts, it’s an unfortunate reality that it doesn’t always yield the desired outcome, especially for advertisers with small to medium-sized budgets.

Factors such as budget, the breadth and depth of product assortment, and the availability of sufficient data play a crucial role.

Ultimately, the beta offers a good entry point into the world of broad match. It remains to be seen how Google plans to develop broad match further.” While Benjamin maintains a somewhat positive outlook, Alan Rooney is less than enthusiastic. In his Tweet, he expresses his disapproval: “Google Ads’ new limited beta update—which will enable advertisers to implement campaign-level broad targeting, essentially removing the possibility of using multiple keyword match types—is a step in the wrong direction. Reduced control over traffic quality is detrimental to businesses. Not a fan, to say the least!”

What does this development mean for keyword match types in Google Ads?

While we can’t definitively predict its long-term implications, we can shed light on its current meaning:

1. It’s not mandatory. It’s simply an option—if it’s rolled out to your account, you can still choose to utilize keyword match types. Additionally, it’s currently in a limited beta phase, meaning it’s only accessible to a select number of accounts.

2. Keyword match types are here to stay. Google Ads representative Ginny Marvin Tweeted:

   

   Match types are not being removed. This is a limited beta designed to test workflow simplification and new match type-related features for advertisers open to employing broad match across their entire campaign. We don’t have any further information to share at this moment.

3. We need to stay informed. Despite the points mentioned above, the fact that a beta feature in Google Ads now allows the disabling of keyword match types can’t be ignored. We’ve seen Google phase out features before (like when expanded text ads were no longer the default and then they vanished! ). So, it’s essential to keep ourselves updated on how this unfolds.

How to approach broad match and Smart Bidding

There’s no immediate action required. But, if you’re noticing increased pressure from Google Ads to adopt broad match in conjunction with Smart Bidding, we recommend checking out our article: Should You Use Broad Match + Smart Bidding? We encourage you to read the entire article, but here’s a quick summary of our recommendations:

• Instead of starting directly with broad match and Smart Bidding, begin with phrase and exact match.
• If you’re seeking a more automated solution, consider exploring Dynamic Search Ads.
• If you opt for broad match and Smart Bidding, ensure you:
  • Have accumulated enough conversion data (with the appropriate conversion actions) beforehand.
  • Proactively manage negative keywords.
  • Consistently review search queries.
  • Keep an eye on lead quality.
  • Implement bidding restrictions from the start.
  • Start with a conservative budget allocation. Stay tuned as we continue to monitor the situation!