In an update from February 18, 2021, Google announced that modified broad match is no longer available. For more information, refer to this link.

Get ready for your keywords to match search queries in unprecedented ways!

Following last September’s update that broadened the reach of exact match keywords, Google announced today that phrase match and broad match modifier keywords will soon expand their reach to include search queries with similar meanings and close variations.

This article will provide context and delve into the details of these changes to your keywords. We’ll also share perspectives from nexus-security specialists and members of the PPC community.

Understanding Close Variants: A Brief History

Let’s clarify a key concept: in search advertising, a close variant refers to a search query that’s essentially synonymous with your keyword. This concept emerged in 2014 when Google stopped allowing advertisers to prevent overly strict matching of exact and phrase match keywords to minor variations like unintentional plurals and misspellings.

In 2017, Google further expanded the definition of close variants for exact match by allowing matches to queries with different word order or additional function words like articles and prepositions.

These decisions stem from the understanding that an ad for “dog day care” remains relevant to someone searching for “dog day xare” or “day care for dogs.” While keyword match types aim to give advertisers control over which queries trigger their ads, Google strives to balance this control with flexibility.

However, there’s a distinction between accidentally misspelling a word and intentionally using a different word altogether. This distinction explains why search marketers were taken aback when Google announced the inclusion of same-meaning words as exact match close variants. This change meant that a business targeting the exact match keyword [yosemite camping] could have their ads displayed for searches like “yosemite campground” and “camping in yosemite.”

Google justified this decision with three key arguments:

1. Even if the literal wording of a query doesn’t perfectly match your keyword, the user’s intention might be the same.
2. Broadening the definition of exact match allows businesses to connect with a wider audience of potential customers.
3. It’s unrealistic to expect businesses to identify and target every single relevant keyword.

The results? A mixed bag. As our own Mark Irvine reported last November, some advertisers saw significant benefits from increased visibility in search results, while others didn’t. The common thread among both groups was (1) a rise in impressions and clicks attributed to close variants and (2) a rise in overall ad spend.

Now that we’ve established the context, let’s delve into today’s announcement.

Same-Meaning Close Variants: Expanding the Scope

In the coming weeks, your phrase match and broad match modifier keywords will start matching to search queries containing words with similar meanings: synonyms, paraphrases, and the like. Given the significance of this update, let’s recap these match types:

• Traditionally, a phrase match keyword matches queries that include the entire keyword in the exact order. For instance, the phrase match keyword “dog day care” can match queries like “boston dog day care” and “dog day care costs.”
• Traditionally, a broad match modifier keyword matches queries containing all the keyword’s terms in any order. For example, the broad match modifier keyword +dog +day +care can match queries like “day care for my dog” and “take care of my dog during the day.”

Previously, phrase match and broad match modifier keywords could trigger ads for close variant queries like accidental plurals and misspellings. Now, similar to exact match keywords, they’ll also trigger ads for same-meaning close variants such as synonyms and paraphrases.

Google provided examples for each match type in their blog post. Here’s an example illustrating the changes to broad match modifier:

And here’s the example for phrase match:

You might be wondering: “What if I’m already targeting both ’lawn mowing services’ and ‘grass cutting services’ as phrase match keywords? Which one takes precedence?”

Rest assured, Google is adjusting keyword selection preferences accordingly. Even if you’re targeting two synonymous keywords, the most semantically relevant keyword will enter the ad auction.

Reactions from nexus-security Experts

Navah Hopkins, nexus-security’s Services Innovation Strategist and one of PPC Hero’s top 25 PPC experts, highlighted that with a limit of 10,000 negative keywords per campaign, this change makes maintaining a true SKAG structure challenging, if not impossible. (SKAGs, or single keyword ad groups, limit your ad group to a single keyword and a single ad.)

Optimizing ad copy for a single keyword becomes difficult when that keyword can match a wide range of queries. Navah recommends focusing on keyword themes and crafting copy that addresses the user’s core need. She added: “This shift is liberating from a management perspective as it reduces the number of ad groups and campaigns to manage. It also signals a move away from granular control metrics towards ’trust us’ metrics based on Google’s data (e.g., top of page instead of average position).”

Kristina Simonson, who manages paid search and social accounts at nexus-security, shared her thoughts:

Given the trend towards automation, I’m not surprised by this update, and honestly, I welcome it. As Google points out, 15% of searches are new; predicting brand new queries that potential customers might use is beyond human capability. As an account manager, I’m happy to know Google will explore opportunities to expand our reach to relevant queries.

Feedback from the PPC Community

What are other digital marketers saying about this update? A common concern is that diluting keyword match types reduces control and hinders the ability to tailor ads to specific query types.

The recurring theme? Intent. The success of this broadened approach to phrase match and broad match modifier hinges on Google’s ability to accurately interpret user intent. Some marketers are understandably skeptical.

Here, “nuance” refers to “intent”—essentially, Julie echoes Melissa’s sentiment from the previous tweet. The concept of a “bad match reporting mechanism” is intriguing. Providing advertisers with a direct line to flag misinterpretations of user intent to Google’s algorithms would be incredibly valuable.

While the claim that match types are dead is an overstatement, Jon highlights a valid concern: as the lines between keyword match types blur, advertisers lose control over which queries trigger their ads. While increased exposure might boost profits for some, others might experience higher costs and lower click-through rates.

Aaron Levy offers a more optimistic perspective, aligning with Mark’s observation that last year’s exact match changes yielded mixed results. While some will benefit from increased impressions and click volume, others will face higher costs. The outcome depends on various factors (e.g., business goals, industry, common phrases, etc.).

Moving Forward

As these changes to phrase match and broad match modifier roll out, closely monitoring your search terms is crucial. While results will differ across industries, you’ll likely see a rise in impressions and clicks from users with irrelevant search queries—queries you should add as negative keywords. By diligently filtering out irrelevant traffic, you can mitigate potential cost increases associated with these changes and capitalize on potential benefits.

Furthermore, consider Navah’s advice: prioritize crafting ads that directly address the specific pain points your target audience experiences. Will this become more challenging as the intent behind your keywords and the intent behind triggering queries diverge? Absolutely. However, despite its imperfections, Google excels at understanding user intent. By prioritizing helpfulness and relevance in your ads, you’ll be well-positioned for success.