In this article, Google Removes Broad Match Modifier, we will show you a good workaround on how you can still run your Google ads even without the broad match modifier feature.

 

Watch the video version of this article below:

What is the broad match modifier in Google ads?

The broad match modifier in Google ads is simply telling Google to find all possible keywords that matches the keywords you have placed.  The results you will receive may be exact keywords and/or similar keywords.

While broad match modifier may sound like you are asking Google for a lot of keywords that match your main keyword, this is actually a bad strategy for your campaign as having too many keywords that “broadly” matches your target keyword may mean draining money from your ad campaign as well since you may be getting some irrelevant keywords.

 

Why did Google remove the broad match modifier

As of this writing, Google will remove the broad match modifier. Google wanted to simplify the keyword match types to make it easier for advertisers to reach the right customers. The broad match modifier feature will now be combined to the existing phrase match.

Thus, phrase match will now expand to cover additional broad match modifier, while continuing the word order when deemed important to the meaning. With this, it is easier for you to continue using the phrase match feature without the worry of having some keywords that you do not want.

For example, with the updated phrase match, as a moving company you can reach your customers with the keyword phrase “move from NYC to Boston” and not to worry about showing up for search queries related to “move from Boston to NYC”.

Thus, by combing the matching features of broad match modifier and phrase match, you get to refine your keywords more and get more control of who you want to target.

 

What to do now?

Look for short phrases

When adding your keywords, try to look for short phrases instead of longer ones that you used to do before. Limit your keywords to two word combination. This will make it easier for you to target the right audience without the worry of using the wrong keyword combination.

 

Utilize Google ad search tool

The Google ad search tool is a big help if you want to find more deep level keywords. Make sure that you spend more time using this tool to get more good keyword combination for your campaigns.

 

Final thoughts

This change in Google’s keyword modifiers is a good opportunity to also start improving on the way you find your keywords. Try to play around the new phrase match feature and utilize the Google’s keyword tool to your advantage.