Google Ads is making adjustments to phrase and broad match key phrase choice

There’s a lot to pack into Google Ads Notice that they named “match the most relevant keyword for each search”. There’s a change to both phrases and broad match keywords when they match, what happens when they’re not, and how Google uses BERT to better match keywords with queries. Google said Google Ads introduced “better understanding of search intent and more predictability in keyword matching”.

George at Search engine country did an excellent job breaking it all down for you but in summary that has changed.

If a search matches any of your keywords in your ads, Google changed it to that in February Matching phrase is expanded to cover additional traffic with broad match modifiers. In short, an exact match keyword that is the same as a search query is now always preferred as long as it is eligible for a match. In the future, both phrases and broadly matched keywords will follow the same behavior, Google said.

Here is the example from Google … Suppose someone searches for “sushi delivery near me” and you have broadly matched keywords sushi delivery and sushi delivery near me. Before this update, these two keywords could be served. Now the keyword sushi delivery is preferred in my area as it is the same as the search term. Note: If you have a suitable exact match keyword that is identical to the search query, it will still be preferred to the phrase and broad match keyword.

Previously, if a search didn’t match any of your keywords, Google’s treatment of your Ad Rank would determine which keyword would serve if you had multiple keywords that were eligible for a match and none of them matched the search. Google has now said that it will take into account relevance signals in addition to ad rank when determining which keyword is selected. Google said that relevance is determined by the importance of the search term, the importance of all the keywords in the ad group, and the landing pages within the ad group.

Here is the breakdown that Google put together to help explain:

Suitable keywords

This is how keywords are selected

More than a broad keyword match

Just relevant largely matching keywords from the most relevant ad groups is being considered. The ad rank is then used to decide which keyword to choose from this narrow group of broad match keywords with similar relevance.

A broad match keyword and an exact match keyword / phrase

When you have exact matching keywords or phrases that are identified as more relevant as these broad match keywords, the exact match keyword or keyword is selected.

When you have exact matching keywords or phrases that are identified as similar or less relevant However, as these broad match keywords, there is still a chance that the exact match keyword or match if it has a higher ad rank will be selected.

More than one exact keyword / phrase

If there are multiple matching keywords and / or matching phrases and no broad matching keywords are considered, the keyword with the higher ad rank will be selected.

Google said, “Going back to the previous example, let’s say someone is now searching for” fast sushi delivery near me “and you have the matching keyword” fast sushi delivery “and the broadly matching keyword food delivery. In this case The phrase matching keyword is chosen because it is more relevant, even if it has a lower ad rank than the broad match keyword. “

Finn has summarized a lot of feedback here:

Saying Exact takes precedence is * predictable *

The statement “If you have exact match keywords or phrases that are considered similar or less relevant than these broad match keywords, there is still a chance that exact match keywords or phrases will be selected” is * unpredictable *

-Greg Finn (@gregfinn) September 23, 2021

Here’s more on that:

Again, FTA this is terrible general advice:

“Also note that when using broad match keywords with Smart Bidding, there is no benefit in using the same keywords in multiple keyword options.”

-Greg Finn (@gregfinn) September 23, 2021

Question is how much more preferred? What is the turning point for near-match KWs in the supply landscape? Do you prefer the game by 10%? 50%? What does practical actually mean?

TBH – I thought Google would ALWAYS have preferred the closest match.

– Matt Van Wagner (@mvanwagner) September 23, 2021

#ppcchat pic.twitter.com/Glrap9nZl3

– Gregor (@PPCGreg) September 23, 2021

BERT for Google Ads

Also, Google said it is now using BERT for Google Ads and matching keywords. Google said, “Since 2019, our research team has made significant improvements to how we interpret language, search queries, and search intent. Your keywords now use the same technology to connect you with more people who search for your offer. Since your broadly matched keyword with a If a large number of searches can match, this technology is particularly useful for broad-matched keywords. For example, a highly specific search query such as “1995 5-speed gearbox seal input shaft” can now match the broadly matching keyword auto parts because we can see that they are related to each other. even though none of the words in the search query and the keyword actually match. This means that with the broadly matched keyword option, you can now find more relevant and high-performing traffic with fewer keywords. “

Here’s how Ginny Marvin summed it up:

2. We now also consider relevance signals, not just ad rank, when multiple keywords are suitable for a search query. This helps us choose the most relevant keyword. More about how it works: https://t.co/vsFOf5qJ9o pic.twitter.com/p2o0pzkRgi

– AdsLiaison (@adsliaison) September 23, 2021

Hello Greg, there is no advantage in using the same keywords in multiple keyword options if you are using broadly matching keywords with Smart Bidding (tCPA, tROAS), since broadly matching keywords already cover the same search queries that PM & EM would cover. BM + Smart Bidding is optimized to meet your bidding goals.

– AdsLiaison (@adsliaison) September 23, 2021

Forum discussion at Twitter.