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Google keyword matching changes

Google has announced changes to the way the keyword matching works for broad and phrase matching.
They claim it will simplify matching, and won’t likely impact existing campaigns.

Google are also using using ‘additional signals’ to refine the matching accuracy.

I guess we’ll see what happens when it rolls out mid-February 2021.

So whats changed?

So whats different about this latest change by Google?

Term Order in Phrase matching 

Definitely the order of terms in phrase matching

How Google Search Ads work

At a very simplistic level, Google’s ads are displayed when a search matches criteria used in a search campaign.
While that sounds simple enough, it has evolved into a far more complex arrangement.


Keyword Match Types?

The Google Ads specialist who builds or maintains your campaigns can finesse the keyword filtering using ‘match types’. These allow the campaign constructor to target very specific Google searches, while avoiding similar but irrelevant searches.

The match types are:

Broad match – a very loose match, with no matching syntax.

dog house could potentially match a search like dog mat

Modified Board Match – a variant of broad match. Individual terms are tagged with a +

eg +dog +house will match the blue dog house

Phrase match – a sequence of words The syntax is to surround the phrase match terms in quotes
eg  “dog house” will match the search “blue dog house” but not “dog blue house”

Exact Match – the match is exactly the search Exact syntax is to surround the exact match with square brackets

eg [dog house] will match dog house, but not blue dog house searches

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Keyword match type history.

Peter Cornish
Peter Cornish

An online marketer with deep experience in Sales & Marketing as well as technical skills accumulated over the many years of working in this industry. He has been knee-deep in websites and online marketing since the mid 80’s.
Peter is a lateral thinker who sees solutions where many don’t.

Website Concierge is a reincarnate of Succinct Ideas, providing quality website support and online marketing for small businesses.

If you found something in my site useful, I’d really appreciate if you could link to the page and maybe Google will help other people who need the same info find the page as well ;)