Google has announced a new change to keyword targeting in search queries, the third since 2014. The latest change will include search terms with the same intent as the exact match keyword, after including misspellings, plurals, and varied words orders to include more options in search results and allowing more opportunities for different ads to show.
How does this affect my keywords?
This new change increases the number of keywords your ads will be eligible to show for without you going in and manually adding the phrases. As long as the term query matches your selected keyword in intent or meaning, your ad will be able to appear for a user who may not have found your content. For example, if you are running ads for a car wash facility in Medford, you have several keywords that will now be considered an exact match. In addition to “car wash medford ma,” your ads can show up for “car wash near medford ma” and “carwash medford ma.” If your car wash is attached to a gas station, you will not show up for gas station search terms unless you have ads specifically for the gas station.
How will this help my business?
This can help your business in the long run in a few different ways. This new update will allow search algorithms to determine what matches your customer’s intent in terms of action and help out people who aren’t constantly going through keywords to see where customers are clicking. Over 15% of searches conducted every day are for new terms to the user, and expanding the scope of broad match keywords increases the chance of finding the exact product or service they are looking for. It will save you more time because you won’t need to constantly scan keyword reports for inappropriate or missing phrases.
How should I prepare for this change?
This update is in the process of rolling out to English keywords and phrases, concluding sometime in October. In the meantime, you should monitor your most recent keyword reports to see if you should add further keywords or negative keywords.