Google announced yesterday that in the coming weeks the broad match modifier and keyword search keyword will also start searching for words in the search that have the same meaning as the keyword. The SEM / PPC community is not surprised but still very frustrated with this news.
It is Google Ads (formerly AdWords) that extends the keywords that you want to match for your ads to even more types of keyword phrases. This can ultimately lead to your ad showing more often, but also to your ad showing for searches for which you do not want your ads to show. This is the trend that Google Ads has been doing since 2014 and has been a major frustration point for the SEM industry.
Ginny Marvin at Search Land Land summed it up beautifully in her Google expands the same meaningful variations to keyword phrases, broad keyword modifiers. As expected, Google loosens the reins of narrow variants, this time with the same meaning of narrow variants for keyword search and broad match modifier. With the changes, Google is also changing its keyword selection preferences to prevent keywords from competing with each other, "she wrote.
Broad search modifier
Modifications for broad search modifying narrow variants historically contain only spelling errors, singular or plural, moods, abbreviations and accents. In the future, variants in the same way will also contain words with the same meaning as the keyword.
Keyword search keywords can show your ads when the search query contains your keyword or variations on the exact phrase of your keyword, with additional words before or after. Just like the broad match update with modifier keywords, this now includes searches that contain words that have the same meaning as the keyword.
Here is Ginny & # 39; s tweet about this:
And here we go. Search types mean nothing. Do not bother. (Just kidding. Kinda.)
An important thing to note is that Google is making a change to prevent keywords from competing with each other. Will have to see how well that works. https://t.co/syMHdrTAV2
– Ginny Marvin (@GinnyMarvin) July 31, 2019
Here are some other responses from the community:
Just another day … Another wasted dollar … pic.twitter.com/htkxU3PURn
– David Iwanow (@davidiwanow) August 1, 2019
Mozcon people remember that @SeerInteractive was linked to Georgia 360 when I was exactly equivalent to GA 360, if you were in my preso, you know how to retrieve and check that data to prevent Google from making you a 🤡 🤡. https://t.co/85kKfhGotI
– Wil Reynolds (@wilreynolds) August 1, 2019
My 5-year "infographic" still applies 😂🤦♂️ pic.twitter.com/hrjWguJMlH
– Martin MacDonald (@searchmartin) July 31, 2019
Every phone call I take from one @GoogleAds rep makes me feel that an increase in wasteful spending is EXACTLY what they are looking for.
– Daniel Klotz (@blueblazes) August 1, 2019
Understatement of the year:
"Google adds 3-4% more clicks"
4% of $ 3 billion per month = an additional $ 120 million every month.
– 1st Self Made Trillionaire (@YiannisKrinelos) July 31, 2019
Forum discussion on twitter.