{"id":31576,"date":"2021-02-05T16:19:14","date_gmt":"2021-02-05T21:19:14","guid":{"rendered":"https:\/\/mjtsai.com\/blog\/?p=31576"},"modified":"2021-02-05T16:19:29","modified_gmt":"2021-02-05T21:19:29","slug":"adwords-phrase-match-changes","status":"publish","type":"post","link":"https:\/\/mjtsai.com\/blog\/2021\/02\/05\/adwords-phrase-match-changes\/","title":{"rendered":"AdWords Phrase Match Changes"},"content":{"rendered":"<p><a href=\"https:\/\/support.google.com\/google-ads\/answer\/10346549\">Google<\/a>:<\/p>\n<blockquote cite=\"https:\/\/support.google.com\/google-ads\/answer\/10346549\"><p>Over the years, we&rsquo;ve improved our understanding of intent to make it easier for you to reach your customers. For example, your keywords can now match to <a href=\"https:\/\/support.google.com\/google-ads\/answer\/9426627\">the meaning of a search<\/a>, and broad match is now more effective at driving performance&#x2013;especially when paired with <a href=\"https:\/\/support.google.com\/google-ads\/answer\/7065882\">Smart Bidding<\/a>. With these improvements, we&rsquo;ve seen that phrase match and broad match modifier often serve the same use cases, and that you can reach more of the right customers through a combination of the two.<\/p><p>That&rsquo;s why, starting in two weeks, we&rsquo;re rolling out changes to <a href=\"https:\/\/support.google.com\/google-ads\/answer\/7478529#phrase\">phrase match<\/a> and <a href=\"https:\/\/support.google.com\/google-ads\/answer\/7042511\">broad match modifier<\/a> that make it easier for you to reach your customers, no matter how they&rsquo;re searching.<\/p>\n<p>[&#8230;]<\/p>\n<p>To give you more control and better reach, we&rsquo;re bringing the best of broad match modifier into phrase match. As a result, phrase match will expand to cover additional broad match modifier traffic, while continuing to respect word order when it&rsquo;s important to the meaning. This makes it easier to reach customers and manage keywords in your account.<\/p><\/blockquote>\n\n<p>It sounds like <em>less<\/em> control to me, because there&rsquo;s no longer a way to specify an exact phrase. Google will now show an ad for <em>different<\/em> words than what you specified, and even if additional words have been added in between. It&rsquo;s all subject to the judgement of their AI.<\/p>","protected":false},"excerpt":{"rendered":"<p>Google: Over the years, we&rsquo;ve improved our understanding of intent to make it easier for you to reach your customers. For example, your keywords can now match to the meaning of a search, and broad match is now more effective at driving performance&#x2013;especially when paired with Smart Bidding. With these improvements, we&rsquo;ve seen that phrase [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"apple_news_api_created_at":"2021-02-05T21:19:17Z","apple_news_api_id":"93f0c64f-8db2-46cf-8b63-37c4d5fc4045","apple_news_api_modified_at":"2021-02-05T21:19:32Z","apple_news_api_revision":"AAAAAAAAAAAAAAAAAAAAAA==","apple_news_api_share_url":"https:\/\/apple.news\/Ak_DGT42yRs-LYzfE1fxARQ","apple_news_coverimage":0,"apple_news_coverimage_caption":"","apple_news_is_hidden":false,"apple_news_is_paid":false,"apple_news_is_preview":false,"apple_news_is_sponsored":false,"apple_news_maturity_rating":"","apple_news_metadata":"\"\"","apple_news_pullquote":"","apple_news_pullquote_position":"","apple_news_slug":"","apple_news_sections":"\"\"","apple_news_suppress_video_url":false,"apple_news_use_image_component":false,"footnotes":""},"categories":[2],"tags":[354,1928,1351,51,343,96],"class_list":["post-31576","post","type-post","status-publish","format-standard","hentry","category-technology","tag-advertising","tag-adwords","tag-artificial-intelligence","tag-google","tag-search","tag-web"],"apple_news_notices":[],"_links":{"self":[{"href":"https:\/\/mjtsai.com\/blog\/wp-json\/wp\/v2\/posts\/31576","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/mjtsai.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/mjtsai.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/mjtsai.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/mjtsai.com\/blog\/wp-json\/wp\/v2\/comments?post=31576"}],"version-history":[{"count":1,"href":"https:\/\/mjtsai.com\/blog\/wp-json\/wp\/v2\/posts\/31576\/revisions"}],"predecessor-version":[{"id":31577,"href":"https:\/\/mjtsai.com\/blog\/wp-json\/wp\/v2\/posts\/31576\/revisions\/31577"}],"wp:attachment":[{"href":"https:\/\/mjtsai.com\/blog\/wp-json\/wp\/v2\/media?parent=31576"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/mjtsai.com\/blog\/wp-json\/wp\/v2\/categories?post=31576"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/mjtsai.com\/blog\/wp-json\/wp\/v2\/tags?post=31576"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}