Keyword matching is an important aspect of search engine optimization. From exact match to phrase match - different types of keyword matching techniques are employed by the marketing experts. Recently, Google Ads has announced updates regarding the ways a query is matched to keywords. Let’s take a deeper dive into it.
Google’s Guidelines on Keywords
Earlier in 2021, Google announced that an exact match keyword (that precisely matches with the query string) will be preferred when the keyword is eligible to match. This is intended at reducing complexity. Now, Google has extended the rule for broad and phrase match keywords. After much discussion with the experts of digital marketing services, we have outlined the types of keywords that will be prioritized from now on.
Identical Keyword
If a query, say, “buy blue shirt for men” matches several broad match keywords you have used, say, “blue shirt for men”, “shop blue shirt for men”, and “buy blue shirt for men”; Google will prefer the identical keyword, i.e., “buy blue shirt for men”.
Exact Match Keyword
Following the previous example, exact match keywords will be prioritized over phrase and broad match keywords.
In fact, if an exact match keyword is deemed similar or less relevant than broad match keywords, it can still be selected by Ad Rank.
Relevant Broad Match Keywords
If more than one broad match keywords are present, only the aptest broad match keywords taken from the suitable ad groups should be prioritized. Google Ad Rank will then decide which keywords to select among the narrow set of broad match keywords with equal relevance.
Here is an example cited by Google. Say, someone, searches for “fast sushi delivery near me”. On your account, you are running campaigns for a broad match keyword “food delivery” and “quick sushi delivery”. Now, the phrase match keyword will be selected since it is more relevant.
Keywords with Higher Ad Rank
If you have multiple phrase match or exact match keywords eligible in your account, but don’t have any eligible broad match keyword, the keyword with the highest rank will be selected.
Why is it Important
The natural language processing capacity that the BERT algorithm brings to keyword matching means that your ads get featured for the most relevant searches. Knowing how Google matches keywords will help you to save time and optimize your campaigns. The experts of PPC services highlight that you don’t need to use the same keyword in different match groups as broad match covers the same queries. And since all the matches are treated with the same priority by Google, it’s possible to optimize your resources to diverse directions.
Further, Google recommends grouping keywords into thematically coherent ad groups so that the ads serve from the ad group as expected. Here is the instance that Google cites: Say, your business offers food delivery and your most popular search categories are pizza delivery and sushi delivery. Here, Google recommends three ad groups so that you can customize your creatives and landing page: one for pizza delivery, another for sushi delivery, and a third for food delivery.
With this information in mind, check out how your campaigns are performing and optimize as required. Let us know your thoughts.
