Google Ad’s most recent may be the most confusing so far. Not like in the ad image, where we wonder why it was announced and exactly what is different from google ads. But more so because it involves types of matches, which, between quotes and parentheses, exact matches, and close variants, require some brain gymnastics no matter how experienced you are.

So in this post, I’m going to break down Google’s most recent ad into the following:

The three changes that Google has made to keyword matching behavior in Google Ads.

What Google says means using multiple types of matching.

Why do some PPC experts ask to differ?

Here’s what Google has to say

In its Sept. 23 announcement, Google said it has made improvements to your keyword matching technology, as well as changes to the rules for selecting keywords in your account.

As with any Google ad (and in Google’s defines, as any company will do), it’s positive. So, just like

Removing our beloved modified broad match was “Making it easier to reach the right customers in Search.”

Limiting the visibility of the search terms report was “Improving the search terms report while maintaining user privacy”,

Maintain better control over keywords that match a search, especially broad matches.

Reduce account complexity by giving you more control over your destination traffic without the extra work of multiple types of matches.

Finally, it allows you to more easily attract more relevant and high-performing traffic using fewer keywords.

There are many aspects of the ad that PPC experts disagree with, but we’ll address that later.

For now, let’s detail what Google tells us in this ad.

Change no. 1: BERT has improved keyword matching accuracy

The first point Google makes is that its BERT algorithm technology – used to interpret language, queries, and search intent – is now applied to keyword matching behavior, making it more predictable and accurate, especially for matching ample.

Here’s an example from Google:

If someone is looking for a very specific car part, such as the 5-speed 5-speed drive seal shaft, now Google can match this query with the broad-matched car parts keyword.

Modification no. 2: The logic of exact matching now applies to broad matching and expression

To understand this change, let’s make sure you have clear current logic for the exact match: In the February announcement, when it withdrew the modified broad match, Google said it would now always prefer the exact match keyword that is identical to the search. Therefore, if you target multiple exact-matched keywords in an ad group prior to this update, Google may choose a slightly different exact-matched keyword from the search query if it is considered more relevant to the meaning of that query. . Now, it will give priority to the keyword with exactly the same match.

Now, the same logic will apply to broad-matched keywords and phrases. So if you don’t have an exact-matched keyword identical to a query, but you have broad-matched or phrase-matched keywords relevant to your query, Google will prioritize broad-matched or phrase-matched keywords that match your query exactly.

Here’s an example from Google:

If someone is looking for sushi delivery nearby and you are targeting broad-match sushi delivery and broad-match sushi delivery near me, the keyword broad-match sushi delivery near me, broad-matched sushi will be preferred – unless in which you target the delivery of sushi with exact match near me, in which case that keyword will be broadcast.

An update on the types of matching if you need:

Change no. 3: If you have multiple keywords and match types that are relevant [but not identical] to your query, your Ad Rank won’t be the only deciding factor

The last point in your ad tells us that if your keywords are relevant to a search query, but none of them are the same, Google will not only use Ad Rank but also Ad Rank AND other relevant signals to determine the keyword it serves. “Other relevant signals” include the meaning and intent of the search term and the meaning of the targeted keywords based on the landing pages associated with them (thanks to BERT).

Here’s an example from Google:

If someone searches for “fast sushi delivery near me” and targets fast-matching sushi delivery and wide-match food delivery, Google will select the expression-matched keyword because it’s more relevant, even if it’s in a lower position. ad than the broad match keywords.

Google score points

I’ve written in the past about using the same keyword with multiple match types to identify your best-performing keywords. Google says this is no longer necessary.

Point #1: You can get more qualified traffic using fewer keywords

Again, that’s just what Google says. With these enhancements, you can maintain better control over keywords that match a search, especially broad matches. This, in turn, should “reduce account complexity” and eliminate the “extra work” of using multiple matching types to control where traffic reaches your account.

Point #2: You should create thematically consistent ad groups

Google suggests “group your keywords into thematically consistent ad groups so that your ads run on the ad group you expect them to do.”

So, if you are a food delivery service, and sushi and pizza are the most popular searches, you would create three ad groups:

A group of ads with creative pages and a destination for sushi delivery.

The second group of ads with creative and destination pages for pizza delivery.

The third group of ads with creative and destination pages for food delivery.

Point#3: If you associate broad match with smart bidding, there is no benefit in using multiple match types

What Google is saying is that because broad matching is more accurate and predictable now, and since it follows the same logic as exact matching (prioritizing the same keyword), you can only target the appropriate broad-matched keywords and get the same results as and you would be targeting the exact phrase and matching versions of that keyword:

“Also, keep in mind that when you use broad match with smart bidding, there’s no benefit in using the same keywords across multiple match types. The broad match already covers the same queries and improves performance by optimizing real-time bids. ”

Here’s what others are saying

Here are some feedback and resources from PPC experts on this update.

Amy Bishop: “Putting all the eggs in the big basket of matches could increase CPL.”

In her Search Engine Journal, Amy Bishop explains that multiple types of matching for the same keyword can have value, and recommends performing small tests on your own account to draw your own conclusions:

Julie Bacchini: “Didn’t you match the most relevant keyword with the query so far?”

Julie Bacchini shares much stronger feelings about this update in her post called Google Ads Updates Keyword Matching – AGAIN. Some anticipations:

“Should I assume that Google Ads will be smart enough to know if I’m actually offering a ‘1995 5-speed transmission seal input tree’ on my site?”

“If the term matches an exact keyword or phrase, it should be the only ‘relevant’ signal needed, right?”

“Our ‘close version’ is not mentioned here either about our friend, so how does this play out?”

Broad match (max reach, min relevance)

Modified Broad match (slightly lower reach, greater relevance)

Phrase match (medium reach, medium relevance)

Exact match (min reach, max relevance)

Negative match (usually used to increase the relevance of the website visitors)

What are your thoughts?

We hope you now better understand how to match type behavior has changed, what Google means by broad match “enhancements,” and how other advertisers interpret it. And you? What do you think about this match-type update?

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