New Changes of Match Type from Google Ads

In February 2021, Google announced a match-type change that will incorporate behaviors of broad match modifier into phrase match. As a result, the phrase match after the operation change can cover the search terms picked up by the broad match modifier.

There is no need to take any specific action for your phrase match or broad match modifier keywords in order to see these changes. And the changes to phrase match and broad match modifier will not impact exact match, broad match, and negative keyword match types.

The above photo is the explanation of the new changes from Google, I will explain it in another way in order to make it easy to understand:

For example, we set “travel A to B” by a new phrase match. Then, we can get:

A to B travel   ――　Acceptable

car travel A to B  ――  Acceptable

travel B to A  ――  Unacceptable

Shortly speaking, broad match modifier and phrase match are combined to one match type, and this new match type is called phrase match. It has a wider range than the old phrase match, but smaller than the old broad match modifier.

With the new change, it can be expected to greatly contribute to the efficiency of account management. On the other hand, changing the match type may change the search terms in which the ad is displayed, so it is important to pay attention to performance fluctuations when delivering the ads.