Google has announced that the broad match modifier is going away. These are the keywords with a plus sign in front of them, for example +running +shoes. They will be absorbed into the phrase match option. It sounds technical, but it affects almost every Google Ads account.
In this article you will read what exactly changes and what that means for your keywords and your budget. You will also get a step-by-step plan so you can tackle it calmly. There is no need to panic, but waiting until the change takes effect is not a good plan either.
What is the broad match modifier?
A keyword is the term you want to advertise on. With a match type, you decide how strictly Google has to follow that term. There are three main options: exact, phrase and broad.
With ordinary broad match, Google has a lot of freedom. Your ad can also appear for searches that are only loosely related to your keyword. That delivers plenty of reach, but also plenty of unintended clicks.
The broad match modifier sat in between. By placing a plus sign in front of a word, you told Google: this word, or a very close variant, must appear in the search query. The order did not matter. Many advertisers used it to keep their reach without things getting out of hand.
What is changing
The phrase match option is becoming broader. It takes over the behaviour of the plus signs. This means Google no longer has to maintain two almost identical options side by side.
These are the main points:
- Phrase match connects your keyword to more search queries than it does now.
- Word order still counts where it changes the meaning.
- Your existing keywords with plus signs will keep working.
- Later this year, you will no longer be able to create new ones.
- Exact match and broad match without plus signs will remain.
A quick word on that order. A search query such as shoes for running and running shoes for shoes do not say the same thing. Where the order changes the meaning, Google takes it into account. Where the order makes no difference, Google gets more room.
What this means for your budget
More room for Google means more search queries your ad can appear for. That can work out well. You may find customers you missed with your old keywords.
There is also a risk. You pay per click, so a search query that does not fit your offer still costs money. Without attention, part of your budget can go to search terms that will never become customers.
What you notice depends on how your account is currently set up. If you have many keywords with plus signs, there is a good chance your traffic will change. If you mainly use exact match, you will notice less.
Keep a close eye on your cost per enquiry or sale during the first few weeks. In other words, do not look only at the number of clicks.
What to do now
You do not have to overhaul everything. With a few fixed steps, you stay in control of your account.
- Open your search terms report. This report shows which search queries actually led to a click. You will immediately see which terms fit well and which do not.
- Add negative keywords. A negative keyword tells Google for which words you do not want to appear. Think of words such as free, vacancy or course, if they do not fit your business.
- Make a list of your keywords with plus signs. This shows you where you can expect the most change.
- Test phrase match alongside your existing keywords. Add the same term as a phrase match keyword in your account, next to the version with plus signs. That way you can see which version converts better.
- Check your results every week. Especially at the start. Adjust your negative keywords if new unwanted search terms appear.
A conversion is an action that has value for you, such as an enquiry, a phone call or a purchase. At every step, look at conversions and not just at clicks.
A practical example
Suppose you are an installation company and you advertise with +boiler +replacement +cost. Until now, this mainly brought in searches such as boiler replacement cost or how much to replace a new boiler. That worked well.
After the change, this keyword will behave like a phrase match keyword with broader rules. Your ad will now also appear for searches that are slightly different. For example, for people looking for a second-hand boiler, or for someone who wants a manual to replace a boiler themselves. Those are not customers for your business.
You look in your search terms report and see those queries appear. You add words such as second-hand, manual and DIY as negative keywords. Then you add the keyword as phrase match next to the old version. After a few weeks, you can see which version delivers more enquiries at a lower cost. Based on that, you decide where your budget goes.
Why measurement now matters more
Google gets more freedom in deciding which search queries match your keyword. That only works well if the system knows what a good click is. Google learns that from the data you provide.
If you use smart bidding, where Google adjusts your bids itself based on the expected likelihood of a conversion, this is even more important. The system learns from your conversion data. If that data is incomplete or incorrect, the system will steer in the wrong direction too.
So check a few things:
- Are forms, phone calls and sales all being measured?
- Does each enquiry count only once?
- Are you measuring the actions that genuinely generate revenue, and not just page visits?
- Is the link between Google Ads and your analytics environment correct?
Good measurement is therefore no longer a nice extra. It determines whether the broader match options work in your favour.
Stay calm and work step by step
A big change in Google Ads quickly feels like a problem. Usually it is mainly a matter of looking carefully and adjusting. Your keywords will keep working, you have time to test, and you can learn at your own pace what suits you best.
Start with your search terms report. It gives you the quickest insight. Then set up a small test and see what happens. That way you avoid making decisions on gut feeling.
Frequently asked questions
Will my keywords with plus signs stop immediately?
No. Existing keywords with plus signs will keep working. Later this year, you just will not be able to add new ones. Existing plus signs will, however, start to behave like phrase match.
Do I have to change all my keywords?
Not straight away. Start with the keywords that use the most budget. Test phrase match alongside your old version there and see which converts best. Then adjust the rest.
Will my Google Ads account become more expensive?
It does not have to. Your ad can appear for more search queries, so without control you may lose money on clicks that deliver nothing. With good negative keywords and clear measurement, you keep that under control.
Book a free 30-minute introductory meeting
Do you want to know what this change means for your account? Then book a free 30-minute introductory meeting with Adventio Marketing in Amersfoort. Together we will look at your keywords, your search terms and your measurement. You will receive practical tips you can act on straight away, with no obligation.
