Google removed Broad Match Modifier. Different ways to Succeed in Google Ads Without Modified Broad Match?

What Are Broad Match Modifier Keywords?

Broad match modifier (BMM) are one of several keyword match types available in ad platforms, such as Google Ads, Microsoft Advertising, and Amazon Advertising. Keyword match types generally include:

A refresher on match types

To understand what’s happening, let’s do a quick refresher on the existing match types and then compare them to the new match types.

Benefit of Broad Match Modifier

Ultimately as the name suggests this feature allows you to modify broad matches, you can attract more relevant traffic to your ads. Ultimately, this improves the quality of traffic, which leads to a higher click-through rate and conversion rate over time. You get the luxury of broad matches, and the relevancy of the more refined match types.

What is Phrase Match Type?

Before Update: Phrase match offers some of the versatility of broad match, but with a higher level of control. Your ad will only appear when a user queries your key phrase using your keywords in the exact order you enter them, but there might be other words either before or after that phrase. Google made changes in 2019 to phrase match to include queries containing synonyms, plurals, or close variants of your keyword.

How to Succeed in Google Ads Without Modified Broad Match?

The answer is easy: Mix Phrase Match Type/Broad Match Keywords and Target your Audience! Take note this was always something you could do, but was not ideal due to its restrictive nature. Since the modified broad is gone, we have to get craftier with the few match types we have left — phrase/broad match included.

Why use the broad match + audiences strategy?

As I’ve mentioned earlier Google announced it was sunsetting the modified broad match type. In that announcement, it claimed that “broad match is now more effective than ever,” as the algorithm has improved to allow broad match keywords to use context clues for triggering ads to the right searches. Now if there’s anything we can pick up from that, that is to trust what the developers are saying it’s them who created it after all.

How Google Ads broad match with audience targeting works

With this strategy, you are able to layer audiences to target on top of your broad match keywords to keep them in control. Now, we’re not talking about small remarketing audience, but the larger affinity, in-market, and custom audiences Google curates for us that have plenty of impressions to spare.

READ MORE: Google Partners with Shopify for Online Shopping Expansion

Tips to make broad match + audience targeting work — Review Review Review

  1. Review your bids
  1. Review your negative keywords
  1. Review your campaign setup

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Casey

Casey

Business & Marketing. Digital Content Creator. Wanderer.