• DE&I Commitment
  • Careers
  • Locations
  • Book a Meeting
    Book a Meeting
  • Company
    Learn a little more about us, our values, and our team
    Our Values
    We don't just talk the talk; we live by our core values
    About Us
    Empowering brands to realize their potential with data, insights, and technology
    Leadership
    Meet our leadership team
    Secure Data Architecture
    Our promise of data security and privacy. We keep your data safe from publishers, competitors and bad actors
    Corporate Social Responsibility
    We are committed to making a positive impact on our communities and our planet
  • Platform
    Plan, manage, optimize, and measure your campaigns with our omnichannel platform
    Our Platform
    A platform that connects all walled garden media
    Connected Media
    Create and manage campaigns across search, social, retail media and apps, in one platform
    Connected Data
    Make data-driven decisions as you plan and strategize
    See the industries we serve
    Learn how our customizable solutions can help with your unique needs
    Explore our partner integrations
    See the media, retailer, and data partners we work with
  • Clients
  • News and Events
    Check out recent announcements and see what we’re up to
    News
    Check out our recent media coverage
    Events
    Join us for our next conference or webinar
    Omnichannel platform launch
    Read the press release to see how we're helping marketers win the walled gardens
    Let's talk omni at Shoptalk!
    Learn how our omnichannel platform can help you build a winning strategy
  • Resources
    From new releases, to industry trends and best practices, Skai has you covered
    Blog
    Read the latest insights and thought leadership from our industry experts
    Capabilities
    Take your campaigns to the next level by enhancing your platform capabilities
    Research
    Explore our reports and whitepapers so you can keep up on the latest industry trends
    Subscribe
    Sign up to get the latest updates straight to your inbox
    Quarterly Trends Report
    Learn digital advertising campaign performance trends from Q4 2022
Back to Blog

New Google Ads Keyword Match Types: Tweak Your Strategy to Improve Results

Sara Ginal, Expert Services Global Lead, Search @ Skai™

October  05, 2021

Google serves billions of SERPs (search engine results pages) every day and each one represents valuable real estate for advertisers. Match types enable search marketers to better target their ads and have been an important part of paid search since the beginning of the channel.

In 2021, Google announced new Google ads match types changes.

In summary, the broad match modifiers type is going away and its behavior will be adopted by the new phrase match.

What are Google Ads Keyword Match Types? 

Google ads keyword match types are words and phrases that match ads with search terms users search for in Google. Match types are key to a marketer’s search strategy because they dictate how accurately the keyword matches the user’s search query in order to participate in the auction. 

There are three types of Google ads match types: Broad match, phrase match, and exact match. Broad match types show searches that relate to a keyword. Phrase match types show searches that include the meaning of a keyword. Exact match types show searches with the same meaning as a keyword. There are also negative keywords, which marketers can use to exclude keywords from showing on searches to improve the returned results.

Goodbye Broad Match Modifier, Hello Updated Google Match Types

In terms of timing, Google offered this guidance:

“We’re phasing out support for broad match modifier. We understand that these changes can mean different things to different businesses, and we want to help minimize any disruption. 

That’s why we’re rolling these changes out slowly over several months: 

  • Starting mid-February, both phrase match and broad match modifier keywords will begin to transition to this new matching behavior. Because this behavior will be applied to both match types, you won’t have to take any immediate action—you’ll keep your performance data and have no need to migrate your keywords.
  • In July, once the new behavior has been rolled out globally, you’ll no longer be able to create new broad match modifier keywords. However, existing broad match modifier keywords will continue to serve under the new behavior. That’s why starting now, we recommend creating new keywords in phrase match going forward.”

In Google’s post, it offered the following example of how the immediate changes will work:

match type changes

And for further clarity:

match type changes

Finally, Google also asserted that “keyword matching is now more predictable: an exact match keyword that is identical to a query is now always preferred as long as it’s eligible to match.”

What these Google ads keyword match type changes mean

While Google’s post outlines the “What” is going to happen and “When” it will take place, you may be wondering about the “Why” and how marketers might interpret these changes in terms of what they could mean for the future of search marketing—and more importantly, how it might impact or benefit them.

At Skai Paid Search, we have a very strong, 15-plus year partner relationship with Google Search Ads, and as an API integrator, we are often building a year or more ahead of its planned changes. It’s safe to say that we follow this channel as closely as anyone in the industry and here’s our two cents about what these Google ads match type changes may indicate.

#1 Google Ads Keyword Match Types Update Takeaway: Specific match type campaigns may not be necessary

Advertisers may no longer need to build large program structures by breaking out campaigns by google match type. Historically this had been recommended as a way to better funnel spend by match type, but as exact match will now always have priority, the need for these elaborate structures is reduced. Of course, there are always exceptions to the rule. If your keyword universe still requires it, you may need to extend that strategy.  But we see this as one change that will reduce the size and complexities of search programs. 

#2 Google Ads Keyword Match Types Update Takeaway: Smart Bidding becomes more important

As Google continues to simplify and take away controls from advertisers, the utilization of Smart Bidding will become even more important to a program’s success. By combining all google ads match types in one Ad Group, the Smart Bidding algorithms will have increased data signals to make intelligent bidding decisions. 

#3 Google Ads Keyword Match Types Update Takeaway: Marketers will slightly change their strategy

Search Query and Negative Keyword management will continue to be important to a program’s success. As the phrase matching behavior loosens, advertisers will want to review search query reports to ensure search terms are relevant.  From there, advertisers should add any missing relevant terms as exact match keywords and use negative keywords to prevent ads from showing on non-relevant terms.   

#4 Google Ads Keyword Match Types Update Takeaway: Automation is driving this

With the combination of two match types and the update to the exact match preference behavior, we see this as a continued push by Google towards machine learning and automation. 

Tips for the New Google Ads Keyword Match Types Transition

Here are some things Google and Skai both recommend would be good tips to follow until the match type changes transition is completed:

  • Keep an eye on things.  The initial changes are estimated to take several weeks, we’d recommend monitoring your Google match types performance over the next several weeks as they take on the new behavior.  We would not recommend changing match types until the changes are fully rolled out. 
  • Check the Recommendations. Recommendations is a solid tool within the native
    Google Ads platform that can be very helpful to offer changes to your accounts.
  • Test broad match with Smart Bidding.  Broad Match Smart Bidding signals have been improved and advertisers should test running broad match to drive increased reach to relevant searchers. 
  • Rely on negative keywords. Exclude matches you don’t want with negative keywords.

Skai Paid Search powers some of the biggest brands and agencies in the world

Achieve next-level performance with the award-winning, industry leader in SEM, Skai Paid Search.

To learn more, or to see our innovative features firsthand, please reach out and schedule a brief demo today.

Book a Meeting of Skai Paid Search

Related Posts

  • Responsive Search Ads Are the Present—and Future—of Paid Search Marketing
    Read More
  • A baby in a grass field with his hand up waving goodbye.
    Goodbye, Google Expanded Text Ads (ETAs); Hello, Responsive Search Ads (RSAs)
    Read More
  • Mirror Shopping Campaigns and Responsive Search Ads (RSA) from Google to Microsoft Bing
    Read More
  • Key Commerce Takeaways from Google Marketing Live 2021 
    Read More
  • How to Choose the Best Campaign Budget in Google
    Read More
  • Microsoft Shopping Campaigns Get a Powerful Analytics Upgrade in Skai Search
    Read More
  • Share on Facebook
  • Share on Twitter
  • Share on LinkedIn
  • Share via Email
  • Copy Link
    Copied!
Tags: Google, Plan, Search, Target, xTLx

Subscribe to Updates

Media that matters.
Marketing that works.
© 2023 Kenshoo, Ltd. All Rights Reserved.
Privacy Policy. Cookie Policy. Recruitment Privacy Policy.
  • Connected Data
    • Market Intelligence
    • Our Approach
    • By Need
    • By Solution
  • Connected Strategy
    • Dynamic Marketing Mix
    • Budget Forecasting
    • Strategic Consulting
  • Connected Media
    • Overview
    • Retail Media
    • Paid Search
    • Paid Social
    • App Marketing
    • Auditing
    • Expert Services
  • Measurement
    • Incrementality
    • Experiments
    • Cross-Channel Attribution
  • Resources
    • Blog
    • Glossary
    • Case Studies
    • Training & Enablement
    • Developer Hub
Privacy Preference

We use cookies on our website. Some of them are essential, while others help us to improve this website and your experience.

Privacy Preference

Save All

Save

Accept Only Essential Cookies

Manage Cookie Preferences

Cookie Details Privacy Policy Imprint

Privacy Preference

Here you will find an overview of all cookies used. You can give your consent to whole categories or display further information and select certain cookies.

Save All Save Accept Only Essential Cookies

Back

Privacy Preference

Essential cookies enable basic functions and are necessary for the proper function of the website.

Show Cookie Information Hide Cookie Information

Name
Provider Owner of this website, Imprint
Purpose Saves the visitors preferences selected in the Cookie Box of Borlabs Cookie.
Host(s) .skai.io, skai.io
Cookie Name borlabs-cookie
Cookie Expiry 1 Year
Name
Provider Owner of this website
Purpose This cookie stores selections made by the user in the Accessibe tool in order to maintain those settings on future visits. These cookies help us make our website compliant with our obligations under US law.
Privacy Policy https://accessibe.com/privacy-policy
Cookie Name acsbState, acsbReset
Cookie Expiry n/a
Name
Provider Owner of this website
Host(s) skai.io
Cookie Name wordpress_sec_,wordpress_test_cookie,wp-postpass_*, wordpresspass_*, wordpressuser_*
Cookie Expiry Session / 1 Year

We use these cookies to enhance functionality and allow for personalisation, such as live chats, videos and the use of social media.

Show Cookie Information Hide Cookie Information

Accept
Name
Provider Owner of this website
Host(s) .chilipiper.com, skai.chilipiper.com
Cookie Name fs_uid, CHILI_PIPER_CLUSTER, guest-session, _sp_ses*, _sp_id*
Cookie Expiry Session / 2 Years
Accept
Name
Provider Owner of this website
Host(s) .comeet.co, www.comeet.co
Cookie Name visid_incap_, nlbi_#######, incap_ses_, referrer22_00a, incap_ses_1364_2167377
Cookie Expiry Session / 1 Year
Accept
Name
Provider Owner of this website
Host(s) skai.io
Cookie Name moduleFormPardotDownload
Cookie Expiry 30 days

Statistics cookies collect information anonymously. This information helps us to understand how our visitors use our website.

Show Cookie Information Hide Cookie Information

Accept
Name
Provider Google Ireland Limited, Gordon House, Barrow Street, Dublin 4, Ireland
Purpose Cookie by Google used for website analytics. Generates statistical data on how the visitor uses the website.
Privacy Policy https://policies.google.com/privacy?hl=en
Cookie Name _ga,_ga_*,_gat,_gat_*,_gid
Cookie Expiry 2 Months
Accept
Name
Provider Hotjar Ltd., Dragonara Business Centre, 5th Floor, Dragonara Road, Paceville St Julian's STJ 3141 Malta
Purpose Hotjar is an user behavior analytic tool by Hotjar Ltd.. We use Hotjar to understand how users interact with our website.
Privacy Policy https://www.hotjar.com/legal/policies/privacy/
Host(s) *.hotjar.com
Cookie Name _hjClosedSurveyInvites, _hjDonePolls, _hjMinimizedPolls, _hjDoneTestersWidgets, _hjIncludedInSample, _hjShownFeedbackMessage, _hjid, _hjRecordingLastActivity, hjTLDTest, _hjUserAttributesHash, _hjCachedUserAttributes, _hjLocalStorageTest, _hjptid, _hjSessionUser_2229986, _hjIncludedInPageviewSample, _hjIncludedInSessionSample, _hjAbsoluteSessionInProgress, _hjFirstSeen
Cookie Expiry Session / 1 Year

Marketing cookies are used by third-party advertisers or publishers to display personalized ads. They do this by tracking visitors across websites.

Show Cookie Information Hide Cookie Information

Accept
Name
Provider Linkedin
Cookie Name lidc, li_gc, lang, AnalyticsSyncHistory, UserMatchHistory, li_sugr, bcookie, TDCPM, TDID, bscookie, ln_or
Cookie Expiry Session / 1 Year
Accept
Name
Provider Skai
Accept
Name
Provider 6sense
Cookie Name _gd_session, _an_uid, _gd_visitor, _gd_svisitor, 6suuid
Cookie Expiry Session / 400 Days
Accept
Name
Provider Pardot
Purpose Cookie name associated with services from marketing automation and lead generation platform Pardot. The visitor value is the visitor_id in your Pardot account. This cookie is set for visitors by the Pardot tracking code.
Host(s) .pardot.com, pi.pardot.com, skai.io
Cookie Name pardot, visitor_id*, lpv*
Cookie Expiry Session / 10 Years
Accept
Name
Provider Google Ireland Limited, Gordon House, Barrow Street, Dublin 4, Ireland
Purpose Cookie by Google used for conversion tracking of Google Ads.
Privacy Policy https://policies.google.com/privacy?hl=en
Cookie Name IDE, 1P_JAR, NID, SOCS, CONSENT, AEC, _gcl_au, OTZ, test_cookie
Cookie Expiry Session / 400 Days
Accept
Name
Provider Meta Platforms Ireland Limited, 4 Grand Canal Square, Dublin 2, Ireland
Purpose Cookie by Facebook used for website analytics, ad targeting, and ad measurement.
Privacy Policy https://www.facebook.com/policies/cookies
Cookie Name _fbp,act,c_user,datr,fr,tr,m_pixel_ration,pl,presence,sb,spin,wd,xs
Cookie Expiry Session / 1 Year

Content from video platforms and social media platforms is blocked by default. If External Media cookies are accepted, access to those contents no longer requires manual consent.

Show Cookie Information Hide Cookie Information

Accept
Name
Provider Wistia
Host(s) .wistia.com
Cookie Name cb_anonymous_id, _sp_ses.2b40, _li_dcdm_c, __hssrc, _gcl_au, _clsk, hubspotutk, _sp_id.2b40, __hssc, __hstc, _uetsid, _uetvid, _gid, _ga, _ga_GQR109DZ3Y, _lc2, fpi, _ex-pricing-cta, _fbp, cb_group_id, cb_user_id, _clck
Cookie Expiry Session / 400 Days
Accept
Name
Provider Meta Platforms Ireland Limited, 4 Grand Canal Square, Dublin 2, Ireland
Purpose Used to unblock Instagram content.
Privacy Policy https://www.instagram.com/legal/privacy/
Host(s) .instagram.com
Cookie Name pigeon_state
Cookie Expiry Session
Accept
Name
Provider Openstreetmap Foundation, St John’s Innovation Centre, Cowley Road, Cambridge CB4 0WS, United Kingdom
Purpose Used to unblock OpenStreetMap content.
Privacy Policy https://wiki.osmfoundation.org/wiki/Privacy_Policy
Host(s) .openstreetmap.org
Cookie Name _osm_location, _osm_session, _osm_totp_token, _osm_welcome, _pk_id., _pk_ref., _pk_ses., qos_token
Cookie Expiry 1-10 Years
Accept
Name
Provider Twitter International Company, One Cumberland Place, Fenian Street, Dublin 2, D02 AX07, Ireland
Purpose Used to unblock Twitter content.
Privacy Policy https://twitter.com/privacy
Host(s) .twimg.com, .twitter.com
Cookie Name __widgetsettings, local_storage_support_test
Cookie Expiry Unlimited
Accept
Name
Provider Vimeo Inc., 555 West 18th Street, New York, New York 10011, USA
Purpose Used to unblock Vimeo content.
Privacy Policy https://vimeo.com/privacy
Host(s) player.vimeo.com
Cookie Name vuid
Cookie Expiry 2 Years
Accept
Name
Provider Google Ireland Limited, Gordon House, Barrow Street, Dublin 4, Ireland
Purpose Used to unblock YouTube content.
Privacy Policy https://policies.google.com/privacy?hl=en&gl=en
Host(s) google.com
Cookie Name CONSENT
Cookie Expiry 6 Month

Borlabs Cookie powered by Borlabs Cookie

Privacy Policy Imprint