Google Ads launches changes to Broad Match Modifier


Google’s announcements normally send marketers into meltdown at the thought of perhaps another algorithm change. However, their latest update which launches changes to broad match modifier seems like it will work in advertiser’s favour! Here’s what’s happening.

The Current Situation

Google do everything they can to help promote businesses and match their websites to users search queries. They also strive to help solve these queries for users because after all, they are a search engine. For a while now, Google has been matching keywords to the meaning of a search, however, their new update makes it even easier for businesses to reach customers.

In the next few weeks, Google is making changes to phrase match and broad match modifier. The current system enables you to reach people by matching keywords which are:

  • An exact match
  • A broad match for reach
  • Phrase match and broad match modifier for a balance of both

However, broad match modifier will now be removed. In short, broad match modifier required adding a simple “+” before a word in your broad match keyword. Google then required that word (or a close variation) to appear in the user’s search query. Phrase match is a “keyword matching option whereby Google matches your ad only against keywords that include a phrase you designate.” It is a more targeted option compared to broad match, but more flexible than exact match.

How are Google Ads changing?

Google is implementing a significant update by amalgamating broad match modifier and phrase match, effectively expanding phrase match to encompass the traffic previously attributed to broad match modifier. Advertisers can now confidently reach their intended audience, relieved of concerns about irrelevant searches or unproductive traffic. To illustrate, consider the example Google provided:


Image: Google Ads Help 

Are you using broad match modifier?

Google has stated that the changes will roll out slowly over a period of time. Specifically;

  • During February, phrase match and broad match modifier keywords will begin to transition to the new process. However, don’t worry as you won’t need to take any immediate action.
  • Then in July, the new feature will be rolled out across the globe and you will no longer be able to create new broad match modifier keywords. Google recommends starting to create new keywords in phrase match going forward to make the process smoother for yourself.

How should advertisers prepare?

Google has shared the following tips on how to make the most out of the upcoming changes:

  • Continue to monitor your performance as these changes may interfere with web traffic and you may have to adjust your budgets.
  • Check your Recommendations page for any new keyword suggestions and advice on which keywords to remove if they become redundant.
  • Continue to use negative keywords by excluding matches you don’t want with negative keywords.

You can reach Google’s full announcement here.

How can Vindicta Digital help?

Vindicta Digital are Google certified experts and therefore, are experienced in Google ads and SEO. Whether you want to reach people locally or globally, we are here to help you achieve that.

Related Posts

Digital Marketing Agency

May 22, 2023

Unleashing Your Digital Potential with Vindicta Digital: The Digital Marketing Agency You Need Right Now!

Ever find yourself stuck in the labyrinthine depths of digital marketing, questioning your every decision? Welcome to your guiding beacon of clarity – Vindicta Digital, the Digital Marketing Agency that will give your brand the online stage it truly deserves. Lights, Camera, Action – Welcome to the Digital Domain! Our world today is more digitally-connected

Digital Marketing Agency

May 16, 2023

Boost Your Brand’s Potential with Vindicta Digital: The Exemplary Digital Marketing Agency

Are you tired of your brand’s online presence feeling like a game of “Where’s Waldo?” in the vast digital landscape? We’ve got the perfect solution for you! At Vindicta Digital, we’re not just another digital marketing agency – we’re the digital marketing wizards who’ll make your brand shine brighter than a supernova. Read on to

Digital Marketing Agency

May 10, 2023

Boost Your Business with Vindicta Digital: The Digital Marketing Agency You’ve Been Waiting For

 The Digital Marketing Revolution Starts with Vindicta Did you know that in the world of business, digital marketing is the secret sauce to success? Alright, maybe it’s not such a secret anymore, but that doesn’t make it any less true. With the growing influence of the internet, businesses need a powerful online presence to stand