Match Types are Changing in Google Ads, and What That Means for You

Google has announced that changes are coming to Google's phrase match and broad match modifier keyword match types. It was stated that phrase match will broaden (no pun intended) to include additional broad match modifier traffic and the traditional support for broad match modifier will end. 

Here’s a good visual illustrating what is happening.

(source:https://support.google.com/google-ads/answer/10286719?hl=en)
 

What Do the Google Ads Match Type Change Mean for You?

All users who previously relied heavily on broad match modified will now need to convert all their keywords to phrase match to have similar effects. The broad match type still will exist but it will continue to be as open as it has been historically so proceed with caution.

We are seeing Google continue to slowly make changes that limit the control and push their clients to more AI-reliant bidding and strategies. In the past week, I have gotten recommendations to turn all my broad match modified keywords to phrase match, and to utilize their maximize conversions AI-based bidding- even for accounts that it wouldn’t work for due to their low conversion sample sizes and conservative budgets.

If you typically value control in Google Ads campaigns, the future is looking to change that and move you slowly to autonomous bidding.

The Takeaway: Make Sure You Stick with a Knowledgable Google Ads Manager to Navigate the Changes Effectively 

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