Big Changes to Google Ads: What You Need to Know
•Als PPTX, PDF herunterladen•
1 gefällt mir•356 views
Google announced that the broad match modified keyword type will be retired and absorbed into the phrase match keyword type. This is a significant change, with upsides and downsides. So when will this all happen? How will your account be affected? Check out these webinar slides to learn: • What is changing now that the modified broad match type is going away. • What Google and the community are saying about the change. • What you can do about it, with five actionable tips on what to do next.
Empfohlen
Empfohlen
Weitere ähnliche Inhalte
Mehr von Internet Marketing Software - WordStream
Mehr von Internet Marketing Software - WordStream (20)
Kürzlich hochgeladen
Kürzlich hochgeladen (20)
Big Changes to Google Ads: What You Need to Know
- 1. Big Changes to Google Ads: What You Need to Know Susie Marino and Natalie Livingston April 15th, 2021
- 2. How are we different? It’s all in the name. LOCAL. The heart and dedication of a LOCAL partner, powered by a national network. Our award-winning journalism and community connections through 260 daily brands in 46 states across the country makes us the largest media company in the U.S. Together, we reach over 155 million consumers - that's 1 in 2 adult Americans* actively seeking information on what's happening around them - who choose to come to us as their trusted source for local news and entertainment. iQ. We match our LOCAL, trusted brands with innovative technology and intelligence. Our IQ. Which, of course, is our industry-leading technology, digital marketing services, and tools we've built through partnership and the strategic acquisitions of ThriveHive, ReachLocal, SweetIQ, and Wordstream, to help businesses across the country grow and thrive. Sources: Gannett Investor Relations (Note, ex-Guam there are 260 local dailies across 47 states); Comscore September 2019 de-duplicated audience report.
- 3. EXTENDED REACH The passion of a local partner, backed by the power of the USA TODAY NETWORK. $82.8K AVG HOUSEHOLD INCOME Confidential Source: 2020 comScore Multi-Platform //GfK MRI Media + Fusion (Trended Nov-Dec 2019, Jan 2020/S19) – Desktop & Mobile. UVS= Jan-April 2020 127 INDEX INFLUENCERS 155MM+ MONTHLY UVS 260 DAILY BRANDS REACHING 1 IN 2 US ADULTS 46 STATES Insights from 155MM consumers Learnings from MILLIONS of leads delivered Wisdom from THOUSANDS of client campaigns USA TODAY NETWORK: 2020 comscore. Confidential source: comScore Multi-Platform January –April 2020
- 4. AGENDA What it’s all about. MatchTypes: A Brief History What’s Changing & Why? 5 Actionable Tips
- 5. 5 Natalie Livingston Team Lead on Customer Success
- 6. 6 Susie Marino Customer Success Specialist
- 9. Match Types: Quick Review ● [online google course] could match up to: ● “online google course” could match up to: ● +online +google +course could match up to: ● online google course could match up to:
- 10. The Evolution of Match Types 2000 AdWords Launches 2010 Modified Broad Introduced 2014 Close Variant Rule Comes Out Feb 2021 Modified Broad Sunset Today: April 2021 Much more fluidity amongst match the 3 types
- 11. What’s Changing?
- 12. The Future Of Modified Broad and Phrase
- 13. WHY?
- 14. Google’s Reasoning: Google’s Algorithms are getting smarter to allow you to focus on other components similar to how Local IQ uses AI Machine Learning to optimize your marketing .
- 15. What does the Google community think?
- 16. PPC Expert, Mark Irvine Expert Opinion: • 5th change • Unpredictability to PPC • What once worked, won’t anymore. • May not lead to more traffic. “This is the fifth time that Google's changed its keyword match type rules (2014, 2017, 2018, 2019, and 2021), and every time, it has brought a lot of unpredictability to PPC advertisers…”
- 17. “Accounts that get more of their traffic from modified broad match keywords may actually see a small decrease in their ad impressions, clicks, costs, and conversions…” “In accounts that get more of their traffic from phrase match keywords, they should expect an increase in their ad impression, clicks, costs, and conversions There is some good and bad news says Mark... Modified Broad: • Small decrease in ad impressions. Phrase Match: • Increase in ad impressions.
- 18. Brett McHale, Founder of Empiric Marketing “The change to phrase match and the phasing out of modified broad match appears to me to be another step in the automation direction for Google…” • Blurred lines • Want you to rely on their recommendations. “It's not necessarily a bad thing—a lot of these changes have been beneficial to the accounts that I manage...” • Keyword Targeting easier for novice advertisers. • Takes control and complexity away from advanced users.
- 19. From WordStream Consultants: Pros + Cons Pros: • Focus on other aspects of your account • Potential for more volume • Easier to manage your keywords Cons: ● A possible slight risk of irrelevant traffic ● Spend could increase ● Modified Broad keywords in your account will eventually have to be changed
- 20. 5 ActionableTips: What to do Next.
- 21. Step 1: Avoid Any Major Structural Changes
- 22. Step 2: Stop Any Keyword Overlap
- 23. Step 3: Practice Healthy Keyword Habits • Broad Match • “Phrase Match” • [Exact Match]
- 24. Step 4: Leverage Search Terms Report
- 25. Step 5: Monitor Spend
- 26. KeyTakeaways: There are 3 different match types to consider now. 5 tips for success. Be nimble and address changes as they come.
Hinweis der Redaktion
- Jenn LOCALiQ is the leading digital marketing expert, with deep roots in over 260 communities across the country, it’s our passion to help businesses and communities grow. (click//)
- and What’s incredible about LOCALiQ is we have uniquely engaged local audiences, industry-leading technology, deep digital marketing expertise and insights from 300K clients across the US. Award-winning, proprietary technology and digital platform filled with data-driven campaigns that work for your clients and your agency. Plus, premier partnerships to further drive results. We are LOCALiQ and we are excited to be partnering together! (click//)
- House keeping- Chat box Q & A at the end Ask questions throughout – participate (Click//)
- Susie Well let’s get started! Now, I know you all want to learn about these changes and what they mean, but Natalie and I like to keep you on the edge of your seats so to give some background before we dive into the nuts and bolts of this change let’s quickly review our match type foundational knowledge
- Susie As you may know, prior to the change that has rolled out this past February Google Ads Keywords had 4 main match types that we were familiar with: Exact Phrase Modified Broad& Broadand that’s with the connotations to differentiate these match types when setting them up in google ads in order from most to least restrictive as you can see with this visual here (((CLICK))))
- Susie So, with Exact it would really only match up when the search solely contained our exact keyword in it without any extra words, then there’s the two match types we’ll be focusing on today: phrase which matched your keyword to search bars containing your keyword together in order with words surrounding it, and modified broad that allowed your keyword to match up to searches that contained your words somewhere in the search bar even if out of order, and on the opposite end broad would allow you to match up your keyword as long as that broad word or a word similar or related to it was at least somewhere in the search bar regardless of extra additional words or the order of the words.
- Susie Okay so we refamiliarized ourselves with the match types we knew and love today, but let’s look back at a brief history of match types to help us better understand the current change moving forward because, frankly, we’ve come a longggg way. ((((CLICK))))))) While I feel like the year 2000 wasn’t that long ago, it’s true that adwords came about over 20 years ago! And the match type that we’ll be bidding farewell to today lived a long 10 year life as it came out back in 2010. (((((CLICK)))))) As Google rolled out the mod broad match type and refined all match types we know today, a turning point in the meaning of match types came in 2014 when the rule of “Close Variants” came out. (((((CLICK))))) Now, this is one of my favorite features of the google we know today because it allowed more fluidity between match types since it allowed searches to slip through and match up even if they included implied words, tenses like past or present, plurals, and mispellings. That’s right you can get rid of any duplicate keywords you have in your account that you think you have to outsmart google searchers by including any mispelled or plural keywords because that will already get incorporated into eligible matches with your true core keyword thanks to the rule of close variants. So, if you’re staring at the screen thinking do i add a space or no space in between that hyphenated word? Don’t even worry about it, thanks to the rule of close variants from 2014 it doesnt really matter the structure of the word as long as the context is there.(((((CLICK)))))))) And that brings us to where we’re at today. A couple months ago in February of this year google rolled out the announcement that is the reason behind us all being here today: it is sunsetting the modified broad match type. We’ll get into more of what that means later but (((CLICK))) we know today we need to be quick on our feet and keep on top of our keyword activity as theres mre fluidity than ever amongst match types thanks to the rule of close variants and the phasing out of modified broad which speaking of I think we’re about to find out more on that next !.. (((((((((((((CLICKK))))) Close variants 2014 Exact any order Implied words are allowed 2010 Modified Broad came out Today much more fluidity
- Natalie Now that we have talked about what are match types are and the evolution of them, lets get into what changed as of February of this year!
- Natalie I think there are two important points to focus on: what the new matching behavior looks like for phrase and modified broad and what that means for your modified broad keywords moving forward. Google announced in February that Phrase match will begin to incorporate behaviors of modified broad in order to simplify keywords and make it easier to find relevant customers. With this change, your keywords that are on phrase and modified broad will now have the same matching behaviors and can show ads on searches that include the meaning of your keyword. Not going to lie, when I first heard that Google was getting rid of Modified Broad I was surprised, but brought myself back to reality and remembered that modified broad and phrase match types have not acted like their true selves for awhile. Phrase was already starting to act more like modified broad over the last year or so. The new changes also means that the new matching behavior will consider word order if relevant. Its as simple as, your keywords that are on phrase and modified broad are now matching with the same traffic. Another big component of this change is that in July, Google will then fully remove modified broad as a match type and you won't be able to add your keywords on modifided broad anymore. Now lets look If we look at the example above, as of February if you are bidding on either “moving services NYC to Boston” on phrase or modified broad it would match up with the same traffic and will also keep relevancy in mind as you can see here. Someone who is looking for moving services NYC to Boston is not going to be interested in an ad that is Boston to NYC. So if order seems important, Google will keep word order in mind. You might think okay Natalie this example makes sense, but how do I know what the matching behavior will look like for my keywords? Great question and we will absolutely get into that further in this webinar but the best advice I can give here is to make sure you are looking at the search terms report and understand what this new behavior looks like for you!
- Susie Ok so we know WHATs changing but now let’s quickly reflect on WHY these things are changing (((CLICK)))
- And honestly it’s simpler reason than you’d think, Pretty much this is Google’s way of saying “Oh our algorithms are getting smarter and smarted and you don’t need to worry about modified broad anymore because we know what you need to match up to using the rule of close variants and the phrase match type to catch all” and etc etc, and while we’d love to take google’s word for it, we’re thankful that we can cross check this thought process with the google community (((CLICK)))
- Natalie So we did some field reporting and went out into the Google PPC community and got some top notch thought leaders to weigh in and give us their perspectives on these changes (((CLICK)))
- PPC expert, Mark Irvine made a note that this is actually the 5th change to keyword match types and each change that happens with keyword match types it becomes more confusing and unpredicatable for the advertiser. We all get into a groove understanding what works for us and doesn't work for us as in regards to match types and when changes like this happen, you have to rethink your strategy. Most of the time in the past we knew that the changes in the match types would lead to more traffic for advertisers but with this change it isn't as clear anymore. (((CLICK)))
- Mark talks about this a bit futher and mentions that how this change affects your account, really depends on how it is structured at the moment. Accounts that get more traffic from their modified broad keywords might see a decrease in ad impression, clicks, spend and conversions whereas an account that relies more heavily on phrase match keywords will most likely see an increase in ad impression, clicks, spend, conversions. One size does not fit all when it comes to this change. (((CLICK)))
- Along with Mark, we also got the opinion of PPC thought leader and founder of marketing solutions company Empiric Marketing Brett McHale to amplify the similar words from Mark Irvine. Feel free to read the quote snippets here where Brett comments on the push for automation from Google. He articulates this change well by commenting that this really just amplifies the blurred lines among match types and Google’s reinforcement of trusting its algorithmic judgements And, I know what you’re thinking, rebel the algorithm! Don’t trust google with your keyword match types! But, as Brett continues to comment here, he says that Google’s automation isn’t necessarily something to be afraid of or even weary of but something we should embrace! It’s our beyond our control that google is changing this and it’s for the benefit of advertisers and consumers to have the best user experience every time guaranteed. In short, while Brett acknowlledges that dipping your toes into digital marketing automation tools is daunting at first if you’re used to controlling your account but youll find once you give it a healthy try you end up with much more time put back into your workday to focus on more important tasks than twiddling between match types. (((CLICK)))
- Pros- Natalie I get to do the fun part and tell you a few pros of the changes to modified broad. (((CLICK))) The big reason why Google made this change is to allow advertisers to focus on other aspects of their account and their business. Because Googles algorithm continues to get smarter, this is a push to test out smart bidding and dynamic search campaigns and trying to move away from being so hyper focused on keywords match types (((Click))) Another pro to this change, is that you could potentially see an increase in volume due to the new matching behavior of phrase match. Phrase match now, is a lot more open than it used to be resulting in higher volume. (((Click)) My final pro to this change is that it will be much easier to manage your keywords. Moving forward you now have 3 match types to choose from instead of 4 and because modified broad and phrase were becoming so similar already, this takes the guess work and confusion out of match types. Susie- Cons (((CLICK))) Now Natalie got the easy part and I hate to be the bearer of bad news here, but * and depending how you look at it * there is a few cons with this change we should make peace with. (((CLICK))) The first being the fact that, since Phrase will now be less restricted as it behaves similarly to the old modified broad, there could be a chance that those phrase keywords in your account have the flexibility to match up to search queries you may not have previously wanted (((CLICK))). Along with that, since you could start matching up to more that could inherently also result in a bit of extra spend that you may not have been used to previously. (((CLICK))) And, lastly but glaringly of course our Modified broad keywords will be eventually going away so we’ll have to start rethinking transitional plans for our modified broad keywords we currently have. But, don’t worry! Let’s not forget the silver lining to these cons are highlighted over on the left, and we’re here to help you! So, we’ll get into how to combat these cons next
- Natalie You are probably thinking what does this mean for me? Great Question! We will get into that now. These will be great tips that you can start taking action on within your account or bring this up to your LOCALiQ Growth Strategist as they continue to manage your account.
- Natalie The first big tip is to not just go in and pause all of your modified broad keywords as tempting as it may be even though we all love a good spring cleaning. However, as we mentioned earlier in this webinar, your current modified broad keywords in your account have already shifted to having the same matching behaviors as keywords on phrase match. Going in and pausing all of your modified broad keywords and adding them on phrase match will actually do more harm then good to the account. You especially dont want to do this if those modified broad keywords are bringing in most of your conversions and traffic. Rather than pause, I would recommend continuing to analyze the data of your keywords that are still on modified broad and use Googles keyword recommendations to decide potential new keywords to add on phrase match to make sure you don't limit your volume and reach. I know we all have that urge to take action immediately when Google makes a change but with this change it is important to slowly take action and let the data guide you to make those next decisions. (((CLICK))) Don't pause all of your modified broads – put red box around paused
- Susie Ok, so now we know we don’t want to go through an extreme makeover: keyword addition or completely jump ship and strip our account down to just exact or broad match, but cmon we have to do at least SOMETHING so one thing we’ve been suggesting to folks as a small yet meaningful action item to cope with this change is to avoid any overlap between old modified broad and phrase keywords currently in our account. Let’s say you were at one point in time trying out the same exact keyword on Mod Broad and Phrase to see what match type worked better. Well prior to this change they could have matched up to different stuff- different match types right? Well going forward since phrase is acting as the new Mod Broad they’ll start being considered duplicates of one another and start competing against each other which would cause you to essentially bid against yourself. Therefore we recommend eliminating any chance of this happening by pausing your mod broad version of that same keyword. But, I’m betting right now you’re looking at this example here and saying “Wait but Susie why would I want to pause the mod broad in this case when it’s clearly doing better than the phrase in this specific example” Well, I created this example for a reason. Because in theory all that traffic that the Mod Broad was previously taking up should now be redirected to the phrase match type since phrase will now continue to match up to the same searches the mod broad once did. So even if you see this scenario where Phrase doesn’t seem to perform as well as the mod broad still don’t be afraid to pause that mod broad keyword.
- Natalie Since Susie just discussed about what to do with keywords already in your account, lets talk a little bit about adding keywords moving forward. Already in Google, you will see that they only list 3 match types now when you go to add in a new keyword. That is because starting July, you won't even be able to create keywords on modified broad. It is important to get in the habit now to add any new keywords on either broad match, phrase or exact match. You will want to use the quotations to symboilize phrase match type and you will no longer want to use + signs. Just a recap, exisiting broad keywords will continue to serve under the new matching behavior meaning that there is no need to migrate keywords to the phrase match type. Evenutally, there might be tools to help advertiers convert your modified broad to phrase but as of right now you can leave them as is. Google will continue to make keyword suggestions within the recommendations tab to add new phrase match keywords to make up for any decrease in traffic or to attract more relevant searches.
- Susie Since we’re on the topic of good habits I sure hope you were implementing this one already but if not this is going to ring all that much more important in future. Leverage that search terms report! Google search term’s report tells us the most popular searches we matched up to and showed for. This tool is helpful in 2 ways: it allows us to find opportunities for both new keywords as well as negatives. So, since their will be more wiggle room for us to match up to more now keeping our eye on this is going to matter all that much more because we want to stay on top of this to ensure we continue to match up to what we want and if we’re not then adding those terms to as negatives so we can avoid them in future without restricting our keywords further than we need to by changing the match type. Negatives are going to play a huge part in taking this change in stride going forward, so the quicker you take a look at that search terms report and give it a clean up the better. And, I’m not saying go crazy right like you don’t need to add every single search term you showed for as a keyword that would just make things messy and as a consultant is a personal pet peeve of mine because once you zone into what keywords you like to use you really dont need to be adding more all that often. But additionally you don’t need to go too wild adding negatives either because again you don’t want to restrict yourself too much, so I pick out negatives only when it’s truly an irrelevant word. Speaking of negatives, now would be a good time mention THIS CHANGE DOES NOT IMPACT NEGATIVE KEYWORD MATCH TYPES. That’s right, you may have noticed before that negative keywords have always only had the match type options of broad phrase and exact. And since modified broad was never an option for negatives we don’t even have to worry about them and can continue leveraging the search terms report to add negatives as normal.
- Natalie The last final tip that we have for you (and that we have touched upon a bit) is to make sure that you Monitor your spend and impression share within your account. Due to the new nature of the matching behavior phrase match. We expect to see an increase of traffic and spend from keywords that are on phrase match. This is because phrase match has now taken on the best of modified broad and opened up its reach compared to before. So accounts and campaigns with more phrase match keywords could now be restricted by budget due to the increase in traffic and spend. On the opposite side of the spectrum, campaigns that mostly have keywords on modified broad could see a drop in traffic and spend due to the fact that the new matching is a little more specifc than "old" modified broad matching behavior and you will actually see quality impovements for search traffic. As seen in this picture, I would recommend comparing your campaign spend before the match type change to after and see how much it has fluctuated. We all know there are other outside forces that could also factor into that increase or decrease in spend however it is something worth noting and adjusting accordingly. With the likely increase in spend for campaigns mostly containing keywords on phrase match, it is important to follow what Susie mentioned on the slide before, and utilize negatives to control the spend and exlude matches you don't want.
- Susie+Natalie Susie- We’re officially on the other side of this change and, in retrospect, that wasn’t so bad now was it? And Google thought it was slick this whole time, but with the right tools, tech and marketing partnership we’re confident we can handle any change, even the smallest of changes, with no issue! At this point it’s no secret that Google likes to keep us on our toes, and therefore we need to be quick on our feet with our accounts to be ready to take on any change google throws at us head first. This means always keeping in mind your account’s end goal and specific needs, because how you handle a change like this will be different than the webinar attendee the city over from you. Natalie- Many of you might be thinking, geez Natalie, it is getting really tough to keep up with all these changes on my own especially since I wear a million different hats at my company. I don’t blame you-its tough for us to keep track as well! The great thing is LOCALiQ’s full management solutions can take that stress off of your plate so you can focus on other aspects of the business.