{"id":15057,"date":"2021-02-05T17:20:29","date_gmt":"2021-02-05T11:50:29","guid":{"rendered":"https:\/\/www.karooya.com\/blog\/?p=15057"},"modified":"2021-02-05T17:33:35","modified_gmt":"2021-02-05T12:03:35","slug":"google-ads-announces-changes-to-phrase-match","status":"publish","type":"post","link":"https:\/\/www.karooya.com\/blog\/google-ads-announces-changes-to-phrase-match\/","title":{"rendered":"Google Ads Announces Changes To Phrase Match"},"content":{"rendered":"\n

Google makes another significant update to the matching behaviour of the match type. And this time it is Phrase Match!<\/p>\n\n\n\n\n\n\n\n

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Traditionally a phrase match keyword would match to a search term written in the same order. For example “cotton shirts<\/em>” would match with men’s cotton shirts<\/em> or cotton shirts for boys<\/em> but not with shirts that are made of cotton<\/em> or shirts and skirts in soft cotton<\/em>.<\/p>\n\n\n\n

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But post the announcement<\/a>, phrase match will start reaching to even the broad match modifier traffic, while maintaining the order sequence. Here is an example:<\/p>\n\n\n\n

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Source: Google Ads<\/em><\/figcaption><\/figure><\/div>\n\n\n\n
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Here is another explanation provided by Google<\/p>\n\n\n\n

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This change means that the keyword will not match when the order changes and loses its meaning. The order in which the keyword has been added will be respected especially when it isn’t meaning is important.<\/p>\n\n\n\n

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For example, if the keyword is “leather bags”, it will be equivalent to +leather +bags, the following case scenario can be witnessed withe the new phrase match type:<\/p>\n\n\n\n

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Search Query<\/strong><\/td>Broad Match Modifier<\/strong><\/td>Phrase Match<\/strong><\/td><\/tr>
leather bags for women<\/td>YES<\/td>YES<\/td><\/tr>
rexin bags and leather jacket for women<\/td>YES<\/td>NO<\/td><\/tr>
leather jackets and bags<\/td>YES<\/td>YES<\/td><\/tr>
<\/td><\/td><\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n
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Here is the timeline on when the changes will start materialising:<\/p>\n\n\n\n

1) Starting mid-February, both phrase match and broad match modifier keywords will begin transitioning to the new matching behavior<\/strong><\/p>\n\n\n\n

2) In July, advertisers will no longer be able to create new broad match modifier keywords<\/strong><\/p>\n\n\n\n

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We also looked into how PPCers have been responding to this change:<\/p>\n\n\n\n

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Looks like it’s another “improvement” to get more budget spent, with phrase match increasing the terms it will attract, while eventually replacing BMM.<\/p>\u2014 Ross Stevens ?\ufe0f?? (@rossstevens_uk) February 5, 2021<\/a><\/blockquote>