Google has Austria Email List a new Google Ads update: At the end of July 2021, the company will be removing the broad query modifier. The web giant aims to make it easier to use keywords and deliver better results to users. What are the impacts for advertisers and businesses? Back to this announcement from the famous search engine. On Google Ads, to create an advertising campaign, the user must choose keywords to target. A correspondence must be defined for each keyword. There are 3 types of correspondence: Wide match match : this type of match is targeted in the update. It displays the ad for all searches that match the defined keyword.

Exact expression match is more precise than broad match and allows for more exact targeting of user searches. With this match, you can show your ads only when a search shares the general meaning of the chosen keyword. For example, if the keyword you chose is “evening dress”, with this type of match, it might appear in a search that includes “black sequined evening dress” or “buy evening dresses”. The exact keyword match is the most accurate of all, targeting only searches that contain the exact keyword the advertiser wants. The new update is for keywords that use the broad match modifier. From the end of July 2021, it will no longer be possible to select this correspondence, identified by the + sign.

Types of correspondence

Any keywords with broad match modifiers created before the update will be available, but will work with the new matching system. What is this new system? Until now, broad query match has included a large number of searches. Google Ads will now take the order of the keywords into account. For example, for the targeting “trip + Berlin + to + Rennes”, the following searches may be displayed: “train trip from Berlin to Rennes” or “train trip Rennes to Berlin” However, after the update, the ad will no longer be displayed on the query “train trip Rennes to Berlin”, because it does not respect the order of the words in the broad query.

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Google assures that this new update will have no impact on negative keywords. We therefore advise you to continue to exclude certain keywords, and thus to ward off unwanted traffic. As an advertiser and / or Google Ads user, you are advised to watch this update carefully. To prepare for this change, monitor your campaign performance and adjust your bids, budgets, and targeting as needed based on observed data. Google Ads advocates the consolidation of duplicate keywords. Also, the company encourages converting the broad match modifier keywords to a different match type in order to simplify future management of your account.

What does this update change

When adding keywords, we recommend that you start by using only exact keywords, exact phrases, or broad match. Then monitor your traffic and add negative keywords to ward off unwanted queries. Do not hesitate to consult the recommendation “Add new keywords”: it will allow you to cover as many relevant keywords as possible. Remember to regularly monitor your campaign budget, as the volume of traffic can increase for some expressions. In smart bidding strategies, it is recommended that you convert your exact phrases and broad match modifier keywords to broad match keywords. You will be able to meet your goals and expand your reach at the same time.

We can also compare or associate a key performance indicator with other metrics from CRM software or Google Analytics to measure the effectiveness of the strategy in a broader context. An effective performance indicator must have specific characteristics. It conveys the meaning of information and must therefore be: Its choice is necessarily made according to the defined marketing strategy . And also the target and the specific context of the activity whose performance it will be used to analyze. Here are the steps to define or create good KPIs: Identifying needs means determining the data to collect in order to understand the evolution of your activities and make decisions.

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