These will be the changes in Google Ads that will force you to rethink your Search strategy



17 February, 2021

On February 4, Google announced changes to the modified broad and phrase match types. Until now, an advertiser using a broad match modifier for the keywords “+ services + for + moving + from + Madrid + to + Barcelona” would appear in the query of a user searching for "moving services from Madrid to Barcelona"; but it could also appear in the case where the user searched for "moving services from Barcelona to Madrid". This, therefore, could generate unwanted results for the advertiser. The updated phrase match, however, will prevent these types of situations from occurring; respecting the order of the words when it is important for the meaning.

Source: Google Ads

How will the matching behavior change after this update? Broad match will now analyze additional signals in your account to provide more relevant searches. These signals include landing pages and keywords in their ad group. Also, keyword matching will now be more predictable. An exact match keyword that is identical to the query will always take precedence, as long as it is eligible. On the other hand, phrase match will be expanded to include additional traffic from broad match modifiers; ending its support for the broad match modifier. It has been found that phrase match and the broad match modifier often serve the same use cases, and that more suitable customers can be reached through a combination of both. The update will arrive in mid-February, when both the phrase match and broad match modifier will move to the new match behavior. Because this change will occur for both match types, the keywords will not need to be migrated, and advertisers will be able to retain their performance data. Marta Sánchez, Digital Consultant at Rocket Digital, gives us her professional opinion regarding this new change in the Google Ads model: “At the moment it is necessary to make a thorough review of the structures to adjust to the new rules of the game. It is necessary to understand well which are our core business words and which ones do not give us so much to be able to regroup them, simplify the accounts and, where it makes sense, leave more freedom to the algorithms. We will surely have a few months of many changes and it is a very good opportunity to take advantage and gain extra market share in those searches that are not so clear through the deep learning of algorithms that are based on knowing the needs of users as much as possible. Fixing or specifying the really important words, simplifying the structure with an aggressive strategy while maintaining a part of the campaign with broader keywords to generate volume and new keywords based on perhaps innovative search terms, will be the key to success as long as we have the accounts. well prepared with audiences and other adjustments that can help the algorithms. We have a good challenge ahead that can be a great opportunity to expand the market for many ”.

With these new changes, from Rocket Digital we will face 2021 with more force than ever, to continue providing the best service to our customers.

If you believe that our team of specialists can help you improve the organic results of your eCommerce, do not hesitate to contact us!


Keepup to datewith our news.

Subscribe to our newsletter and get out latest Rocket news, events, insights & open positions straight to your inbox.