Google Ads

Google Ads match changes, how do they affect your campaigns?

The Internet giant is constantly updating, and a proof of this are the changes in Google Ads matching. It is of utmost importance that you know about them, since they can affect the way you create ad campaigns, as well as the words or phrases to be used.

It is not something new, nor much less a reason to be surprised, since in the web environment modifications arise very frequently. For this reason, it's essential that you are up to date with this information, so that you can work your campaigns based on it.

Many are still unaware of the Google Ads matching changes because they were announced at the beginning of the year. But, at this point, it is essential that you are clear about what they are and how they affect you. This way, you will be able to take action and adapt your strategy to these changes.

However, Adtuo's goal is to make it easier for you to optimize your campaigns. That's why we have anticipated these changes, and our platform incorporates a keyword suggestion tool and copy generator, so you can get breakthrough results.

All about Google Ads matching changes


As you know, these changes are new. Specifically, from the month of February 2021. On that date, Google Ads began incorporating broad match modifier (MCA) behaviors into phrase matching. It's only a few months old, so many are not yet aware of it.

But that's not all, by July of this year both phrase match and broad match modifier keywords are expected to have the same updated phrase match behavior for all languages. In addition, ads will be displayed on searches that include the keyword meaning.

Also, since April 2021 the updated phrase match behavior is available in several languages. These languages are: Dutch, English, French, German, Italian, Portuguese, Russian, Spanish and Dutch.

However, they won't stay with just those languages. Google said that the updated phrase matching behavior will start rolling out in all languages starting in June and will be completed in July this year.


Updated phrase matching

One of the changes is that the updated phrase match simplifies the match types. It combines the control of phrase concordance and the extended scope of the broad concordance modifier. This makes the new behavior broader than the phrase, but a bit more restrictive than the MCA.

This shows ads for searches that have the keywords, but is in the middle of broad and exact matches. It stands out for its flexibility when taking into account implicit meanings. At the same time, it allows the ads to be visible when searches are more specific.

It has the advantage of giving more precision to the ads, which are shown to users who are more likely to convert. It should be noted that if you use this modifier, you will be able to obtain a higher campaign performance and a better return on investment (ROI).

Keep in mind that with the new update, phrase matching will respect the order of the keywords. As long as it is relevant to the objective of the ad. You have to know that by incorporating this concordance the traffic generated by the MCA will optimize the analysis of the natural language of users in the search engine.


Broad Match Modifier (MCA)

In the case of the broad match modifier (MCA), it is responsible for giving visibility to the ads through keywords. These must be associated with the keyword chosen for the campaign. Its goal is to generate more clicks and avoid having to create lists of keywords.

One of the things this type of match takes into consideration is the user's most recent searches. In addition, it also takes into account the type of content on the ad landing page and other keywords required to better understand the intent of the campaign keyword.

It should be noted that the MCA can yield reverse traffic for certain keyword combinations. Broad match records searches for the campaign keywords, even when they are in a different order. This could show a completely different search intent.

This can cause it to go unnoticed by the modifier and drive non-converting traffic to the ad. But this can be solved with phrase matching, since being updated, it will no longer show ads to queries that follow the opposite direction pattern.


How do these match changes affect campaigns?


Probably one of the biggest concerns for advertisers regarding the Google Ads match changes is whether it will affect their campaigns. And the reality is that the updates will influence both match types, however, no keyword migration will be required. Also, campaign performance data will remain the same.

But it is imperative that you make the changes, because the broad match is the default match set at the time of a campaign. Therefore, it is important that you know what some of the modifications you will encounter will be:

  • Additional signals will be registered to show ads on the most relevant searches. These will take the landing page and other keywords from the ad groups.
  • Matching will be more predictable.
  • Exact match words with the ad will be prioritized.

These are some of the changes you will see, but it should be noted that the changes will also save time in managing the keywords selected for the campaign. However, until the changes are fully implemented the traffic data may fluctuate frequently.

What you should do is to keep a close eye on the metrics and modify the parameters so that you can get the desired results. As with any change, it will be necessary to go through a process of adaptation.


What is the reason for the changes in Google Ads matching

Many will wonder why these changes of concordance in Google Ads. The reality is that Google has been working hard for several years to analyze the natural language of users. For this reason, it left the exact match to include variants such as plurals, keyword combinations and misspellings.

Over the years, however, the characteristics of the concordance have gradually been expanded, especially by working with a new word order, variants associated with the key phrase of the ad. Subsequently, it is also necessary to focus on matches from search intentions and other variants similar to exact and paraphrase matching.

This could be interpreted to mean that, over time, Google Ads is likely to relax controls. This will allow matches to be given input to provide better automations. And, in turn, this will cause ads to work more assertively and accurately reach the target audience.

What is the reason for the match changes in Google Ads?

Many will wonder why these changes in Google Ads match changes. The reality is that Google has been working hard for several years to analyze the natural language of users. For this reason, it left the exact match to include variants such as plurals, keyword combinations and misspellings.

Over the years, however, the characteristics of the concordance have gradually been expanded, especially by working with a new word order, variants associated with the key phrase of the ad. Subsequently, it is also necessary to focus on matches from search intentions and other variants similar to exact and paraphrase matching.

This could be interpreted to mean that, over time, Google Ads is likely to relax controls. This will allow matches to be given input to provide better automations. And, in turn, this will cause ads to work more assertively and accurately reach the target audience.


Learn about the actions you should implement

Faced with the changes in Google Ads matching, it is important that you are clear about the actions you should take. And to make your job easier, Google itself suggests some ways to do it correctly:

  • Use only exact, broad or phrase match when adding new keywords.
  • In case of excluding certain searches, monitor traffic and add negative keywords.
  • Make sure your campaign does not have a limited budget, because some phrase match keywords can produce an increase in traffic volume.
  • Check the "Add new keywords" recommendation. There you can see if there are additional keywords that you should add to keep the coverage. Why Google is reducing the reach of the MCA, and not allowing you to reach certain searches with its existing keywords. These are tagged in the list of recommended keywords.
  • Think about converting your phrase match and MCA keywords into broad match keywords, if you use Smart Bids. This way, you will be able to boost their reach and respect your performance goals.
  • Use broad match together with Smart Bidding to avoid losing coverage. This can help you reach more relevant queries that meet your performance goals.
  • Consult the "Recommendations" page regularly as well as the "Remove Redundant Keywords" page. The latter allows you to combine duplicate keywords.


Ready to take on Google Ads matching changes

You already know everything related to these new matching changes that Google presented at the beginning of 2021. This is key to be able to work your campaigns based on these new modifications so that they can be successful. Therefore, it is essential that you are always up to date.

If you follow the recommendations given by Google itself, the work will be much easier than you think. But in Adtuo we also want to help you, that's why we offer you our advanced keyword tracker. So you can attract more customers and expand your business network with Google Ads campaigns.