{"id":28936,"date":"2021-05-11T05:07:05","date_gmt":"2021-05-11T12:07:05","guid":{"rendered":"https:\/\/www.yardi.com\/blog\/?p=28936"},"modified":"2021-05-24T14:48:01","modified_gmt":"2021-05-24T21:48:01","slug":"google-ads-changes-ppc-automation","status":"publish","type":"post","link":"https:\/\/www.yardi.com\/blog\/google-ads-changes-ppc-automation\/","title":{"rendered":"Google Ad Updates"},"content":{"rendered":"

Surprise! Google is changing its match types again. This is the fifth time that Google has changed match types. And as we all know, algorithms are constantly evolving as well. We\u2019re here to help you out with a quick overview of what\u2019s changed, how it might help, and who benefits most.<\/p>\n

So long and goodbye beloved match type!<\/strong><\/p>\n

The Google Ads that we all know and love have four match types. From least to most restrictive they are broad, modified broad, phrase and exact.<\/p>\n

In 2010, Google introduced modified broad. It accounted for misspellings, different tenses, and keywords presented in different order. It bridged the gap between the array of relevant queries that searchers submitted and who marketers intended to reach.<\/p>\n

\"\"<\/p>\n

In 2014, broad match improved so that the structure of the keyword mattered less. Searchers would submit queries with or without necessary hyphens and spaces. \u201c3 bedroom garden style apartments in Philly\u201d and \u201c3 bedroom garden-style apartments in Philadelphia\u201d would behave the same.<\/p>\n

Marketers were in love. Broad match became one of the most popular and successful match types alongside phrase. It offered flexibility, versatility and ease of use.<\/p>\n

Now we\u2019re saying goodbye.<\/p>\n

What\u2019s changed as of Feb 2021?<\/strong><\/p>\n

Modified broad match type is being eliminated in July 2021. You won\u2019t be able to add any keywords to this match type.<\/p>\n

Phrase match is incorporating behaviors of modified broad. In doing so, Google aims to simplify keyword usages and make it easier to find more relevant customers. Moving forward, both match types will have the same matching behaviors to the same traffic.<\/p>\n

This change isn\u2019t entirely surprising. A lot of specialists have noticed that the lines between the two match types have been blurring for about a year now. What we wonder, though, is how Google will take into account when keyword order is necessary.<\/p>\n

Someone searching for \u201cunits converted from factory to lofts in Minneapolis\u201d will not be equally as interested in \u201cunits converted from lofts to a factory.\u201d That would make for confusing and uncomfortable living conditions. Google reports that this will be taken into account, but not much detail is given.<\/p>\n

Why is Google changing its match types and what are the advantages?<\/strong><\/p>\n

Per Google, The Rule of Close Variance and other factors make it so that there is no need to have two distinct types. The algorithm has gotten smarter and \u201clearned\u201d to decipher what advertisers and searchers intend when using modified broad and phrase match types.<\/p>\n

You may feel that\u2019s a lot of trust to put into artificial intelligence. It is. But less hands-on engagement with match types can free up marketers to other creative tasks that are not so easily automated.<\/p>\n

There is also greater potential for traffic. More traffic could be good.<\/p>\n

The PPC community has mixed feelings about these changes. That\u2019s okay. <\/strong><\/p>\n

Is the PPC advertising community pleased to see the merging of the match types? Feedback varies.<\/p>\n

In an interview on the topic<\/a>, PPC expert Mark Irvine states that each change to keyword match types brings \u201ca lot of unpredictability to advertisers\u201d and \u201cmay not lead to more [desirable] traffic.\u201d Advertisers will have to re-work their strategies without the guarantee that they\u2019re gaining efficacy in marketing.<\/p>\n

The boost in volume without greater specificity means that there is a small risk of getting more irrelevant traffic. This could also mean increased spend without increased conversions.<\/p>\n

Irvine notes that only accounts that get more traffic from phrase match keywords should expect an increase in their ad impressions, clicks, costs and conversions. Conversely, ads from modified broad match keywords and other match types will see a decrease in engagement or no change.<\/p>\n

Marketing expert Brett McHale adds that the recent change \u201cblurs the lines between match types\u201d and strongarms advertising into relying on Google\u2019s recommendations. \u201cThe change to phrase match and phasing out of modified broad match appears to me to be another step in the automation direction for Google,\u201d he says.<\/p>\n

Overall, McHale notes that marketing automation works in advertisers\u2019 favor. Less time rummaging through match types is a benefit for everyone. Smart bidding and dynamic search campaigns empower marketers to move away from the time-consuming, hands-on approach to keyword match types.<\/p>\n

What do you need to do?<\/strong><\/p>\n

Modified broad keywords are already shifting to match your phrase behaviors, so there is no need to pause all of your modified broad match keywords. This is especially true for marketers who are benefiting from their current strategy.<\/p>\n

Consider refining and amending your phrase match keywords. For example, perhaps you pause old modified broad keywords that overlap with your phrase matches. Otherwise, duplicates compete against each other. You\u2019ll end up paying to compete against yourself.<\/p>\n

If you\u2019re already a RentCafe Reach PPC client, you\u2019re good to go. Catriona Orosco, director, RentCafe\u00a0Reach at Yardi explains, “We\u2019ve known this change is coming for some time. We\u2019ve already adjusted our accounts and strategies in preparation for when this is fully live. We make sure that our clients\u2019 accounts are fully prepared, and no further action is needed on their part.”<\/p>\n

Esther Bonardi, vice president, marketing at Yardi adds, \u201cThese Google match type changes illustrate the importance of having an advertising partner. PPC advertising is a constantly evolving field. It can be a lot for property marketers to manage. External support empowers property marketers to focus on what they do best and leave fine-tuning PPC strategies in the hands of experts.”<\/p>\n

If keeping up with Google\u2019s changes is more than you care to juggle, we\u2019re here to help. Join a webinar to learn how RENTCaf\u00e9 <\/em>Reach PPC can help you optimize your marketing spend.<\/a><\/p>\n\n\n

<\/p>\n","protected":false},"excerpt":{"rendered":"

Surprise! Google is changing its match types again. This is the fifth time that Google has changed match types. And as we all know, algorithms are constantly evolving as well. We\u2019re here to help you out with a quick overview of what\u2019s changed, how it might help, and who benefits most. So long and goodbye […]<\/p>\n","protected":false},"author":440,"featured_media":28938,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_s2mail":"yes","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[1440],"tags":[2967,62,29,2982],"class_list":["post-28936","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-google-ads","tag-marketing","tag-multifamily","tag-pcc-property-management"],"acf":[],"yoast_head":"\nYardi Blog<\/title>\n<meta name=\"description\" content=\"Google is eliminating modified broad match type for ads in July 2021. 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