{"id":5902,"date":"2021-11-16T11:20:00","date_gmt":"2021-11-16T11:20:00","guid":{"rendered":"http:\/\/clickceaseblog.kinsta.cloud\/?p=5902"},"modified":"2023-01-30T09:14:08","modified_gmt":"2023-01-30T09:14:08","slug":"phrase-match-broad-match-modifier-google","status":"publish","type":"post","link":"https:\/\/www.clickcease.com\/blog\/phrase-match-broad-match-modifier-google\/","title":{"rendered":"Phrase Match & Broad Match Modifier: What Has Changed?"},"content":{"rendered":"\n

Google regularly updates it\u2019s algorithms and processes, both in terms of front end search engine and the bank end mechanics. For marketers, this can mean that the goalposts are often moving, and it can be very confusing staying up to date.<\/p>\n\n\n\n

You might already be aware of search modifiers in Google Ads. These keyword modifiers help advertisers to specify exactly how their ads are triggered, blocking some search terms and allowing general terms to trigger others.<\/p>\n\n\n\n

In February 2021, Google started merging elements of Broad Match Modifiers (BMM) into the phrase match modifiers. Today, broad match modifiers are integrated into phrase match, so BMM isn\u2019t a thing any more.<\/p>\n\n\n\n

If all this is sounding a bit technical, let’s take a quick look at what these elements actually do.<\/p>\n\n\n\n

What is a broad match? <\/h2>\n\n\n\n

When you enter your keywords in Google Ads, broad match<\/strong><\/a> is used as default. What this means is that when you enter a search term, Google can deliver your ad for quite broad search results.<\/p>\n\n\n\n

So, if you\u2019re bidding on \u2018Black dress\u2019, you might also find your ad is served for \u201cLBD\u201d, \u201cGoing out dress\u201d or \u201cstylish womens outfit\u201d. Put simply, broad match can deliver ads that are related to your main keyword(s).<\/p>\n\n\n\n

Broad match keywords may also be served on searches that use misspellings, synonyms and other variations of the original search term. For some businesses, this can be perfectly acceptable. <\/p>\n\n\n\n

But if you\u2019re looking to ensure that your ads aren\u2019t served for overly general search terms, or non-relevant searches, you might want more control over how your ads are triggered. <\/p>\n\n\n\n

And this is where options such as phrase match and broad match modifier come into play.<\/p>\n\n\n\n

What is phrase match?<\/h2>\n\n\n\n

Phrase match attempts to deliver results that closely match the original inquiry in Google. By using phrase match, your keywords are only triggered in searches that use the entire phrase, but can also include other keywords.<\/p>\n\n\n\n

As an example, if your phrase match keyword is \u201cBlack dress\u201d, your search can be triggered by searches such as \u201cLittle black dress\u201d, \u201cblack dress for cocktail party\u201d or \u201csummery black dress\u201d.<\/p>\n\n\n\n

However, if the order of the keywords are changed, or punctuated by other words, then the result is not delivered.<\/p>\n\n\n\n

So, \u201cDress black\u201d or any derivatives will not show. For example; \u201cBlack Friday sale dress\u201d, \u201csummer dress black\u201d or \u201cdress in black\u201d are all examples of search terms that will not be triggered using phrase match in this instance.<\/p>\n\n\n\n

What was broad match modifier (BMM)?<\/h2>\n\n\n\n

The actual broad match modifier (BMM) has been removed from Google, since July 2021. As mentioned, it\u2019s now part of the phrase match, but you can edit how keywords are delivered by using the negative keyword match.<\/p>\n\n\n\n

The original theory with broad match modifier was that you could target a wider search with the same keyword. However it wouldn\u2019t deliver results from non-specific search terms.<\/p>\n\n\n\n

For example, \u201cBlack dress\u201d could deliver results such as \u201cBlack Friday sale dress\u201d, but not \u201cLBD on sale\u201d.<\/p>\n\n\n\n

This modifier obviously works in a similar way to broad match, and so has been removed. <\/p>\n\n\n\n

So, currently, the idea is to allow your broad match keywords to do the heavy lifting with general search terms.<\/p>\n\n\n\n

Phrase match can then be used to target specific searches. And negative keywords should now be used to prevent ads being served for non-relevant searches.<\/p>\n\n\n\n

How do these match modifiers work?<\/h2>\n\n\n\n

As well as broad match (broad match modifiers), negative keywords and phrase match, there is also exact match. As you might expect, exact match specifies that any search needs to exactly match the designated keyword(s).<\/p>\n\n\n\n

To add these modifiers, you can either add them when you set-up your Google Ads campaigns, or edit them later.<\/p>\n\n\n\n

Adding match modifiers with new campaigns<\/h3>\n\n\n\n

First when setting up a new campaign, under the keyword input section, you\u2019ll see some tips about match modifiers.<\/p>\n\n\n\n

\"Match<\/figure>\n\n\n\n

As you see, your default for all keywords is broad match. To change the match, you\u2019ll need to use modifiers.<\/p>\n\n\n\n

To phrase match your keywords, you\u2019ll need to add quotation marks: \u201ckeyword\u201d<\/strong><\/p>\n\n\n\n

To exact match your keywords, you\u2019ll need to use square brackets: [keyword]<\/strong><\/p>\n\n\n\n

It\u2019s also possible to add negative keywords at this stage using the minus symbol: -keyword<\/strong><\/p>\n\n\n\n

You can also use the negative keyword match type with phrase match and exact match. Add the minus before<\/em> your match type modifier.<\/p>\n\n\n\n

For example: -[negative keyword]<\/strong>, will ensure that your ad isn\u2019t served for any search for the term negative keyword<\/em>.<\/p>\n\n\n\n

Adding match modifiers to existing campaigns<\/h3>\n\n\n\n

If you already have campaigns running that you want to add phrase match, exact match modifiers or negative match modifiers to, you can edit your keywords.<\/p>\n\n\n\n

Simply locate the campaign that you wish to edit in your Google Ads dashboard. <\/p>\n\n\n\n

Once you click the campaign, you should see an option in the left hand menu column for \u2018keywords\u2019. Click on this and it will take you to your keyword lists.<\/p>\n\n\n\n

From here you add your keyword modifiers using the specified annotations.<\/p>\n\n\n\n

What if I have BMM keywords already?<\/h3>\n\n\n\n

If you already have BMM keywords in your Google Ads, and you\u2019re suddenly wondering what\u2019s happened to them, don\u2019t panic. <\/p>\n\n\n\n

Lists containing the old broad match modifier keywords will still continue to function as before. <\/p>\n\n\n\n

If you do have BMM keywords that you want to convert to one of the current keyword modifiers in use, you can easily do this within Google Ads.<\/p>\n\n\n\n