Unlocking the Power of Google Ads: Navigating the New Query Matching Landscape

Google Ads has rolled out significant changes to how query matching works.

Katie Metz // InsightFlow Analytics

Show of hands: who’s ready to elevate their advertising game?

I’ve got some great news for those of you with your hands (metaphorically) in the air! Google Ads has rolled out significant changes to how query matching works. And while adjusting to these might be confusing at first, once you harness their potential, you’ll see just how powerful these tools can be to help you achieve your marketing goals.

Phasing Out Broad Match Modifiers

Broad match modifiers allowed for a middle ground between broad and exact matches, giving you some flexibility while maintaining control over keyword relevance. With these being phased out, it’ll probably require you to rely more on updated phrase match settings.

But that’s a good thing, since they now offer greater flexibility in keyword matching. This means your ads can reach a more precise audience while still capturing a range of relevant searches. And what marketing campaign wouldn’t benefit from a bit more nuanced targeting?

Why The Change in the First Place?

The goal behind Google making these changes is likely to help improve ad relevance through aligning someone’s search more closely with what advertisers aim to achieve. Change can be hard, but this is ultimately a win-win situation—you get more qualified leads, and users find exactly what they’re looking for. It’s like having a friendly guide who knows exactly where to lead you in a bustling marketplace every time you search for anything with Google.

Adapting to Change

Now here’s where an intentional, strategic shift in your keyword approach comes in. Take a second to comb through your current list of keywords; could you refine these further to better capture the attention of your audience?

If you've been using broad match modifiers, I recommend you consider transitioning to more precise phrase matches that reflect the specific terms your audience could be typing in. This both gives you better control over who sees your ads and enhances their relevance to those who end up seeing them: another great example of a win-win.

Molding to an Ever-Changing Marketing Landscape

It might seem daunting at first, but truthfully, the revamped query matching in Google Ads is designed to give you more control and precision in your campaigns, which is a fantastic asset! Remember that staying informed and adaptable is key to success in the ever-evolving digital landscape.

Even if change seems strange at first, trust that with information like what you’re getting through this newsletter (hint hint) is key to showing you that it’s both inevitable and often gets you results better than you imagine!

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