AdWords recently released improvements to their advanced matching options, slightly expanding phrase and exact match, so that users that are typing in misspellings and very close variations of your chosen keywords will still see your ads. This change will help boost traffic on phrase and exact keywords without bringing in irrelevant queries like broad match tends to generate.
A lot of advertisers have been vary of broad match, because of the sometimes irrelevant expansions by the system and have chosen to use phrase and exact match instead of broad match altogether.
If you’d like to opt out of this new feature, you can do so in your campaign settings page, where you will now see a new section Keywords matching options. There. you’ll be able to select your preferences to include or prevent close variants.
I still recommend checking your search query reports to ensure you are utilizing the match options effectively and excluding those irrelevant queries.
AdWords just released a new keyword match type called broad match modifier that gives more control over how your ads will show. The broad match modifier is more specific than broad match but provides greater reach than phrase or exact match. Unlike phrase match, it will trigger singular and plural variations, as well as misspelling and closely related words. And, unlike broad match, it will not expand to wildly irrelevant variations that hike up costs.
The broad match modifier is meant for advertisers that have been using phrase and exact mainly. This type of advertiser has been avoiding broad match because it’s shown their ads on variations that are too far outside the target audience. Even if you’re running on mainly broad match today I recommend testing the braod match modifier, as the more precise matching might improve your conversions. It’s recommended to add the new keyword in addition to your existing match keywords, rather than replacing them. Then, analyze your data and adjust bids and strategies accordingly.
To implement broad match modifier, simply out a + before each word in the search term. Make sure there are no spaces before or after the + sign, but there should be a space between the search terms in the query.
Correct: +sell +widgets
Incorrect: + sell + widgets
Implementation is still a little slow and manual. Within the interface, you have to click to edit a keyword and add the + sign manually. Hopefully, AdWords adds a feature that will allow us to change the keyword match type to the modifier within the interface and AdWords Editor soon.
I can’t blame advertisers for avoiding broad match, however phrase and exact can severely limit traffic. The issue of keyword being expanded too broadly with broad match has caused me hours of work reviewing search queries and adding negative keywords to maintain click and conversion volumes. The broad match modifier will be a valuable tool in my campaigns.
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