Google’s recent changes to the function of phrase match keywords and broad match modifier (BMM), means big changes for advertisers. These new restrictions, which are currently being rolled out and are due to be finalised in July 2021, mean advertisers will no longer be able to edit or create BMM keywords.
Like any noteworthy update, this is sure to affect your PPC strategy. Here are three key points that are likely to have the most impact:
- While support for BMM will end, phrase match will expand to include additional broad match modifier traffic.
- According to Google, the new phrase will continue to respect word order ‘when it’s important to the meaning’.
- Google will no longer trigger for queries deemed inappropriate based on semantics, meaning that the new phrase match type will not trigger all the same queries it used to.
With these in mind, here are four tips to help you adapt your strategy:
- Accustom yourself to the changes by looking at Google’s examples of keywords that will no longer trigger after the update.
- Keep an eye on search term reports to monitor impact on relevancy whilst adding negative keywords into the accounts to ensure that click-through rate percentages remain strong.
- Resist the temptation to move to a full broad match strategy as they can trigger search queries which are only loosely related to the keyword, resulting in the true meaning of the search being lost or misconstrued.
- Test out the update for yourself by running low volume A/B tests, with full broad match enabled, to measure the incremental impact of this match type against the new phrase match type.
Updates like this can sometimes be a cause of panic for advertisers, but there’s no reason to be alarmed. This isn’t the first time that Google has changed its keyword mechanisms and will by no means be the last.
Remaining responsive and adaptable is the key to making sure your PPC strategy continues to be the best value for your brand.
By Sean Healy
Google Home App Gets an Overhaul, Rolling Out Soon
Google refreshes its Home app with a slew of new features after launching a new Nest gear. This makes it faster and easier to pair smart devices with Matter, adds customization and personalization options, an enhanced Nest camera experience, and better intercommunication between devices.
This revamped Home app utilizes Google’s Matter smart home standard – launching later this year – especially the Fast Pair functionality. On an Android phone, it will instantly recognize a Matter device and allow you to easily set it up, bypassing the current procedure that is often slow and difficult. Google is also updating its Nest speakers, displays, and routers – to control Matter devices better.
Google Home App New Features
- Spaces: This feature allows you to control multiple devices in different rooms. Google has listed a few things by room: kitchen, bedroom, living room, etc., although it’s pretty limited right now. Spaces let you organize devices how you see fit. For instance, you can set up a baby monitor in one room and set a different room’s camera to focus on an area the baby often plays. With Spaces, you can categorize these two devices into one Space category called ‘Baby.’
- Favorites: This one is pretty self-explanatory. It allows you to make certain gears as a favorite that you frequently use. Doing so will bring those devices into the limelight within the Google Home app for easier access.
- Media: Google adds a new media widget at the bottom of your Home feed. This will automatically determine what media is playing in your home and provide you with the appropriate controls as and when needed. There will be song controls if you listen to music on your speakers. There will be television remote controls if you’re watching TV.
Google probably won’t roll out this Home app makeover anytime soon. But you can try it for yourself in the coming week by enrolling in the public preview, available in select areas.
Content Marketers Share Salaries, Career Paths, and More in 2023 [New Research]
Meta Shares Insights into How Consumers View the Next Big Tech Shifts, Including the Metaverse
Is RankBrain A Ranking Factor In Google Search?
How Computer Vision Paired with AR Can Be Used for Navigation Aide
Google Home App Gets an Overhaul, Rolling Out Soon
Unusual Spike In Google Business Profile Insights Traffic For Some
Meta Announces New Privacy-Focused Ad Targeting Solutions, Improvements in Automated Targeting
Daily SEO Fix: Competitive Link Research
Let’s Sing ABBA: When Karaoke Meets Disco
Google’s Helpful Content & Core Updates [Webinar]
Explore the Path to Digital Future: Interconnect, Integrate and Innovate
Google Updates Documentation On Meta Descriptions
Daily Search Forum Recap: September 5, 2022
7 Tips For Creating Instagram Story Ads That Convert
How To Launch Your First Google Ads Remarketing Campaign
Microsoft Advertising Gains Pinterest Import, More Google Imports, & More
Daily Search Forum Recap: September 30, 2022
Google Again Says Spikes In Crawling Activity Not A Sign Of The Helpful Content Update Rollout
The Ultimate Timeline of Google Algorithm Updates (+ Recommendations)
Confusion Over Google Search Console’s HTTPS Is Invalid And Might Prevent It From Being Indexed