In early February 2021, Google announced plans to integrate phrases with keywords for partial match modifiers after February 18, 2021. In this post, we’ll examine the implications of the changes for paid advertisers who use Google Ads and e-commerce advertisers who use the Finch Advertising Management Platform. ..
What are the partial match modifier keywords?
The Partial Match Modifier (BMM) is one of several keyword match types available on advertising platforms such as Google Ads, Microsoft Advertising, and Amazon Advertising. Keyword match types typically include:
Phrase matching may search for all terms in a phrase in the same order (Amazon Advertising), but not always (Microsoft Advertising). Partial match (Amazon and Microsoft) and / or partial match modifiers (Google and Microsoft). Partial match searches for words within a keyword in any order, and searches for words related to the keyword. You can use the partial match modifier to add a + sign to a word so that a particular word is included in the search. An exact match theoretically triggers a search only with an exact match keyword. Google Ads contains keyword synonyms, plurals, or other similar variations in exact match results.
The following is an example that Microsoft Advertising provides for the partial match modifier keyword:
Hawaii hotels as a wide match. Hawaii + Hotel as a partial match modifier keyword.
+ With Hotels, Hawaii rental searches will not appear in the Hawaii Hotel Partial Match Modifier Search ad results. This allows advertisers to manage results and advertising costs.
What does Google do with Google Ads partial match modifier keywords?
Until the changes announced this month, Google provided exact matches, partial match modifiers (BMMs), and phrase match keyword match types. This change will phase out support for partial match modifier keywords and combine those keywords into the match type of phrase match keywords. The changes are made in two phases.
Phase 1 will begin on February 18, 2021 and will affect accounts in Dutch, English, French, German, Italian, Portuguese, Russian and Spanish. During this phase, Google begins converting the best attributes of the partial match modifier keywords into phrase match keywords.
You can continue to create both types of keywords in your Google Ads account. Also, data for both keyword match types will continue to be displayed. However, both types start to work the same and produce similar results.
Phase 2 will take place in July 2021. In July, you will not be able to create partial match modifier keywords. However, you can still access the keywords and their data for the partial match modifiers you created earlier. At this time, Google rolls out changes to all languages supported by Google Ads.
The updated phrase match query contains the previous partial match modifier traffic. Google focuses on the order of phrase-matching words when order is important to your search intent.
Here’s an example provided by Google:
Searching for the phrase matching keyword for women’s boots will match the query for the new women’s size 37 boots. The phrase-matching keyword for moving Service Boston to Boston does not appear in the query for moving Service New York to Boston. What does this change mean for paid advertisers who use Google Ads?
Google is pushing for an overall change that benefits both Google Ads clients. Google has announced that the change will make it easier for customers to reach them no matter how they search.
According to Google, Phase 1 changes may cause your ads to appear in searches that have the same or more specific meaning as your keywords. This should increase traffic for phrase-matching keywords and slightly decrease traffic for BMM keywords.
As traffic can change, advertisers are encouraged to monitor their accounts and budgets and adjust as needed.
We also recommend that you use phrase matching now instead of the partial match modifier keyword later.
To do this, use the Google Ads Search Keywords Report to identify the BMM keywords that have the highest conversion rates. Once you’ve identified them, it’s a good idea to convert them to phrase-matching keywords or add them to your campaign as exact-matching keywords. This way you won’t lose these keywords or conversions.
More important word order for new phrase matches
The word order of the new phrase match becomes more important and gives you more control over your search terms. Therefore, when migrating BMM keywords to phrase matching, consider the word order and add new phrases as needed.
Take another look at Google’s example of moving services from Boston to New York. Tell you the moving company and run a campaign for people who are moving everywhere. We encourage you to add more detailed phrases such as moving services from Boston to New York or moving services from New York to Boston.
You should also be aware of duplicate keywords within the next few months, especially duplicate BMM and phrase-matching keywords. To keep your data clean, you should use as few keywords as possible for your goals. And you want the right keywords that they translate best and cost the least.
Google advertising account[おすすめ]You can use the page to see for duplicate keywords. You should also continue to use negative keywords to exclude matches that you don’t want to attract or pay for.
What does this change mean for the Finch platform and Finch clients?
The Finch Advertising Management Platform optimizes campaigns across platforms such as Google Ads, Amazon Advertising and Microsoft Advertising. Integrate cross-platform data into a single interface for Insights reporting. Finch clients using the Finch Platform also receive the ongoing support of the Finch Strategic Services team.
Finch does not anticipate any negative impact on Finch clients or Finch Platform with Google that combine BMM and phrase-matching keywords. Finchs’ strategic approach is to give advertisers as much control over their campaigns and their conversions as possible by using a single keyword ad group (SKAG) that directs traffic to exact match keywords.
Google’s announcement supports this approach. … The exact match keyword that is the same as the query is now always preferred as long as it qualifies to match.
The Finch Platform makes the use of exact match keywords an automated process for clients that use dynamic search term insertion (DSTI). DSTI automatically converts phrase matches or BMM keywords that drive conversions to exact match keywords. Finch clients don’t have to worry about converting BMM keywords to phrase-matching keywords. DSTI does it continuously and automatically.
Another good result for the Finch client comes from the Finch Platforms feature, which shares data with different keyword match types. This means that Finch clients will not lose conversion data for BMM keywords during Phase 2 of Google’s changes.
Google is moving to combine BMM keywords with phrase-matching keywords, which is good for both advertisers and shoppers. The overall impact is minimal, especially for Finch clients.
Important points for advertisers:
Two match types are sufficient to cover your advertising needs. Word order is a bit more important for phase-matching keywords than for both BMM and phrase-matching keyword matching types. Data is integrated into fewer keywords, allowing advertisers to make better decisions faster from fewer data points. The long window between Phase 1 and Phase 2 gives advertisers plenty of time to migrate their keywords and budget.
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