At the heart of Google Ads is our ability to connect businesses with the people who are looking for what they have to offer. Whether they’re searching for “takeout restaurants”—which have grown more than 5,000% year over year1—or something Google has never seen before—which makes up 15% of queries every day2—people expect to find the products and services they’re looking for.
Over the years, we’ve improved our understanding of intent to make it easier for you to reach your customers. For example, your keywords can now match to the meaning of a search, and broad match is now more effective at driving performance–especially when paired with Smart Bidding. With these improvements, we’ve seen that phrase match and broad match modifier often serve the same use cases, and that you can reach more of the right customers through a combination of the two.
That’s why, starting in two weeks, we’re rolling out changes to phrase match and broad match modifier that make it easier for you to reach your customers, no matter how they’re searching.
Simplifying match types
Today, you’re able to reach people with the following keyword match types:
- Exact match for precision
- Broad match for reach
- Phrase match and broad match modifier for a balance of both
To give you more control and better reach, we’re bringing the best of broad match modifier into phrase match. As a result, phrase match will expand to cover additional broad match modifier traffic, while continuing to respect word order when it’s important to the meaning. This makes it easier to reach customers and manage keywords in your account.