After meeting with the news of the disappearance of cookies by third parties in Google Chrome, another big change is coming.
As Google announced a few days ago through its official channels, in less than two weeks the elimination of the broad match modifier from Google Ads will begin gradually. And although the modified Broad Match keywords will continue to work, the user can only create new ones until July 2021.
Another twist that can turn the operation of our campaigns upside down.
So what new situation can advertisers find themselves in?
Let's take a look!
1. How the new keyword matching model works
As a result of this change, the Phrase Match keywords will begin to include additional traffic derived from the search terms previously attributed to the modified Broad Match keywords. On the other hand, the order of the words will continue to be respected when they are relevant to the meaning of the search term.
Let's see an example:
At first glance and according to Google's words, the objective is "to optimize the time of keyword management, since the combination of both types of agreement should cover most of the interesting searches for advertisers".
But… What is the other side of the coin?
2. How these changes can affect the advertiser
2.1. Loss of effectiveness in our strategy
Advertisers who have dedicated time and effort to managing the right keywords for each ad group see their efforts fall on deaf ears as unprofitable keywords reappear in their strategy. This is because when both match types are combined, it may be the case that the Broad Match Modifier will attract search terms that Phrase Match will not.
Not only that.
We also see that Modified Broad Match keywords can show a logical decrease in traffic.
Therefore, the best way to compensate for this would be to use the next few months to create new variants of Phrase Match.
And why not directly change or remove all those modified broad match keywords?
Well, because be careful: when you delete these keywords, all the related historical data of the account will also be deleted. Something that can be a data hole in your strategy.
Think about it. If Google increasingly offers us less data transparency in terms of search terms and keyword efficiency, wouldn't this be one more way to lose room for maneuver in our campaigns?
2.2. Budget allocated to the affected campaigns
Not all that glitters is gold.
Although in principle it may seem that the campaign should be more efficient from the economic side, we are presented with the possible situation in which we run out of part of the budget without using it.
This would happen with the understanding that the system has not found those Phrase Matches where to launch and that it did, however, do with the modified Broad Match.
2.3. Uncertainty and loss of control of the campaigns
It is not the first time that Google has shown signs of moving towards a paradigm in which it controls everything that happens within its fence.
And this update was not going to be less.
From now on, Google's algorithmic system will be the one to decide whether, for example, "Pool with terrace" means the same as "Terrace with pool", even though the order of the words has been changed. Especially in the markets based on less used languages, the precision of the algorithms and therefore their precision when it comes to finding the key that best responds to the user's search intention, will obtain worse results.
As we have seen, we find ourselves with a situation that forces us to rethink our Ads strategy for the future, in which the way of proposing the keywords for said ads has completely changed. All this also leading to a greater need to constantly monitor the results of your campaigns.
A good solution would be to include a new series of Long Tail variants to maintain the visibility that the modified Broad Match gave us. For example, if before this type of agreement gave us 10,000 clicks as results, which made us keep up with our business, we cannot now go down to 1,000 clicks, even if the CPA is substantially lower.
And since we are talking about manual keyword management, we will be talking about even more complex campaign management.
And you know, the greater the complexity, the greater the investment of time.
This is something that will also continue to happen continuously: Google plays at home and will continue to move the chips according to the most opportune for its own benefits. Consequently, we must assume this growing investment of time and effort in understanding the best practices for the results of our campaigns.
Is there an alternative? We present you one:
The automation of your Ads campaigns.
The possibility of using AI technology to your advantage so as not to continually rebuild your Ads strategy.
The possibility of using AI technology to your advantage to stop spending most of your time on a task as mechanical as it is endless, such as Long Tail keyword management.
Keywords that are also necessary to increase the reach of your campaigns to an almost unfeasible level for manual management.
And if you want to know more about how Quarizmi automation tools can help you, click HERE and our team will be happy to inform you.
JOS (without E)