Okay. I believe we are just about to go live. I'll just make sure everything is working fine and we shall get started. Okay. Everything is looking good. Brilliant. Hello, and a very warm welcome to you. My name is Uzair and it is four o'clock in the afternoon, 10th of March, 2021 in the UK. Every weekday, we go live at this time and we cover topics such as Google Ads, video marketing, digital marketing, workflows, mindset, branding, pretty much anything and everything to help you with your business to generate more leads or sales.
These sessions are very informal and friendly and I would like to think that it gives great value to someone who wants to learn about Google Ads. Today, I'll be talking about Google Ads keyword match types, what they are, why you should care, which ones to use and when to use these. But before I hop onto the actual topic, I just want to make sure that we have the volume all set up correctly, which I believe it is.
All right. So, before we get started if you would like to learn Google Ads and digital marketing, and would like to take your know-how, expertise and knowledge to the next level, then we have one of the best coaching programs out there on the internet, which has got over 300 video tutorials for coaching calls with me and the URL is on the screen over here, along the bottom, you can visit that URL and get some more information about this coaching call.
Okay. First of all, some important, in fact, very important news. This came out... Towards the end of February last month, where Google is going to 'sunset' the broad match modifier keyword. So, you will not be able to use that anymore. You can use it until July 2021 and after that, it will be taken out of Google Ads.
So, let's go through the support center page and see what they're talking about and why they are doing this. So, in Feb 2021 phrase match will begin to incorporate behaviours of broad match modifier, which we call the BMM to simplify keywords and make it easier to reach relevant customers. Now, that is true. They are going to simplify it because now instead of having broad match, exact match, phrase match, and BMM one of them has gone.
So, we only got three keywords to worry about instead of four. Okay, with this change both phrase and broad match modified keywords will have the same matching behaviour. Now, we don't know how this is going to behave and that's got to be seen and so we'll have to wait for that as to how this is going to affect our campaigns and whether you will see a significant drop in the number of impressions or Google's algorithm and machine learning is clever enough to learn and see what keywords you're targeting and it will target similar keyword search terms, which are as per the BMM and may show ads on searches that include the meaning of your keyword.
Okay. So, for example, phrase match keyword moving services NYC to Boston will continue to cover searches like affordable moving services NYC to Boston. That's fine. It will also cover searches that traditionally only matched under BMM such as NYC corporate moving services to Boston. So, what they're saying is they will match this keyword as well as this one, because the intent of moving from NYC to Boston is the same in both the search terms, although this is a corporate moving and that is just affordable moving, actually you are moving.
So, in that respect, I would say that yep, it's a good thing. As long as the new phrase match, delivers these results and it doesn't go off on a tangent and brings in a lot of irrelevant search terms, phrase match won't show ads for searches where the wording is reversed. So, people looking to move from Boston to New York City or NYC, which is even better.
Okay. So, keyword is moving services London to Manchester. As we used to put in the plus sign in front of each word for our BMM, it will be pretty much the same. So, they've got a nice little graphic over here. So, it's the before state and the after state. Search queries, affordable moving services, London to Manchester phrase match will cover it.
BMM will cover London corporate moving services to Manchester and moving services Manchester to London. So, that's how it used to be before that, over here, the phrase match will cover that, moving services. Where is it? We are talking about this one, I can't highlight it because it's in a text. So, moving services London to Manchester, affordable moving services London to Manchester.
So, that would have been triggered under the phrase match. Whereas London corporate moving services to Manchester or moving services Manchester to London would have gone from the BMM. Then the new phrase match. We will have this one triggered as well as this one, but not this one because moving services Manchester to London and not from London to Manchester, whereas in the old BMM or the only BMM we had, it would have triggered, which makes sense because the new one supposedly is going to be a lot more powerful and more targeted.
Okay. So, in July 2021...now this is very important. In July 2021, the creation of BMM keywords will no longer be available. So, you will not be able to add more BMM to your account, but the same matching functionality will be available through phrase match. Okay. Existing BM keywords will continue to sell using the new behaviour for more information, you can read the official announcement, okay.
This is all usual blurb. What's happening to BMM. As I said earlier on BMM keywords will continue to work using the new phrase match behaviour and during the transition, you will still be able to use the BMM keywords using the plus keyword and the BMM keywords will behave the same as the updated phrase match using the quotation marks as the keyword.
Therefore, it's recommended that you only start to create phrase match keywords going forward. So, you don't need to worry too much about setting up BMM. We in our agency, we have stopped using BMM now and we're in the middle of, well, just about in the second week of March 2021, there's no point in putting them in now only to take them out after a few months.
Okay. In July, you will not be able to make them. You'll still be able to edit your keyword bids and URL. However, if you try to edit the keyword text, the keyword match type will be updated to the phrase match. That's all you need to continue. So, it's not a big deal. If it updates to the new phrase match, the new behaviour will be applied to both phrase and BMM, so you'll be able to keep all your performance.
You won't have to take any immediate action since phrase and BMM keywords will behave the same. You may find it easier to start using phrase match. Okay. And there's some more, this is quite interesting. What can I expect to see with my phrase and BMM traffic? It's possible that you might see an increase in traffic volumes. Which it will.
I also believe that because... Also including the BMM within the phrase match, it is recommended that you closely monitor your system reports and account performance. If you see any irrelevant search term queries coming through, put them in your negative list. For your BMM keywords, especially those using modifiers on some words, but not all. For example, plus moving and services, it's possible that you might see a decrease in traffic volumes.
Okay. Consider adding more relevant phrase match keywords to capture more traffic and explore the keyword recommendations to recover the traffic volume. So, I won't go through all of it. There's a bit more over here, but you got the gist. It's both of these BMM and the phrase is becoming one and just one phrase match. So, I think it is going to simplify things and create less confusion for those who are new to Google Ads because they don't need to worry about setting up BMM and also with BMM when you've got a lot of keywords, you need to add the plus symbol in front of it.
That also created a fair amount of problems for people, because it used to take them ages. If you don't know how to use Excel or Google Sheets to automate that process, if you were doing it manually and adding plus signs in hundreds of keywords, that is going to take a long time, whereas over here, now we don't need to worry too much about it.
Okay. Now, they also updated the support center page for the keyword matching options, which I quite like actually, and hence, I'll open this up because there's no point in reinventing the wheel, keywords are words or phrases, which, obviously, we know what these are. Okay. So, how and when we should use broad match, phrase or exact match. So, these are the three-match types left in Google Ads, right?
So, let's take the keyword lawn mowing service. So, ads may show on searches that relate to your keywords. If somebody searches for lawn aeration prices, in broad match, it will trigger your ad. And there's no notation for inputting keywords. So, you just put in the keywords, just like you put in there. For phrase match ads may show on searches that include the meaning of your keyword.
So, lawn mowing service near me. Hire company to mow lawns or landscaping service to cut grass. As long as the new phrase match understands, which I believe it does. The algorithm is getting extremely intelligent. The machine learning is accelerating day by day. So, I feel pretty confident in this new phrase match a lot of gurus and experts and professionals were not so keen when the BMM was taken away, but you will find that going forward in the next few months, the phrase match will give you really good results and you will have less keywords to manage in your account.
Okay. What have they given a little one? Some languages are not yet updated to use this updated phrase behaviour, but instead match, when customers are searching for your keyword or close variance. Okay. So, it's not available in all the languages, but I'm sure it will be updated pretty soon and the last one is the exact match. Ads may show on searches that are the same meaning as your keyword.
Again, exact match is not exact anymore. It hasn't been for quite a while. So, your ad, even if you have put in lawn mowing service as an exact match, it can potentially also show up for grass cutting service. And the notation to put in phrase match, is you need to put in the quotation marks at the beginning and at the end of the word or words.
So, if you've got multiple keywords, you don't need to put in the quotation marks between each, you put right at the front and right at the back. So, if our keyword was lawnmowing service, you'll put quotation marks at the front, at the beginning and at the end and that's it, and the same applies with the exact match, the square brackets right at the front, and then at the end and if you've got multiple words, then all of them can go in between the brackets or the quotation marks, but let's go a bit...
Dive a bit deeper into broad match and see what they've got here. As you know, the broad match is too broad. As the words suggest. Ads may show on searches that are related to your keyword, which can include searches, that don't contain the keywords. This helps you to attract more visitors to your website. So, you will get a lot of traffic and sometimes you get a lot of junk traffic as well.
Hence, keeping a very close eye on the search term report is important to keep adding negative keywords into your account, either at the ad group level, campaign level or at account level. And the good thing about, obviously, the broad match keyword is you are going to spend less time building keyword list and focusing on spending on keywords that work.
Broad much is the default match type. So, you need to be careful when you start uploading your campaigns. Okay. So... There's no syntax to it. Below is an example of how broad match will work. So, you've got your keyword here, low carb diet plan, and all of the search terms can trigger your ads, Mediterranean diet books. Now, you see this is a lot different, to what we want our ads to show and this is the problem with broad match that you will find a lot of irrelevant searches, because if somebody is looking for a plan and not a book, then you need to make a decision.
Although, this may have the plan or the recipe for the low-carb diet plan, as it's a book, but all the program you need to decide and judge for yourself, which of these search terms are good for you and which ones aren't. If you don't want recipes, books, and program to trigger your ads, then you put them in as negative keywords.
What Google is also professing and promoting quite a bit is that broad match works well with smart bidding because smart bidding is where you give total control to the algorithm. So, the smart bidding system sets a bid for each individual auction of each query and bids up or down, depending on how well the query is likely to perform and there's a link to grow your smart bidding campaigns.
Let's go move on to the phrase match, very quickly. You've got the phrase match, tennis shoes, and your ads may show for: shoes for tennis, buy tennis shoes on sale, red tennis shoes, comfortable tennis sneakers. So, now this is the expanded one. Previously, this one wouldn't have triggered or shown, it would have shown for red tennis shoes.
So, what the phrase match is all about is, these words, tennis and shoes need to be in the same order. First of all, and they should not be broken with another word in between. So, you can have any words or number of words before tennis or after shoes. So, in this case, red tennis shoes, we've got red at the beginning, we've got buy at the beginning, then tennis shoes in the same order and then on sale, which is fine and then we've got shoes for tennis.
Now, this also wouldn't have triggered in the old phrase, but if I look at this, it is the right term because somebody is looking for tennis shoes, whether they have written shoes for tennis or comfortable tennis sneakers, they're basically tennis shoes. So, in that way, I quite like the way Google have gone about taking out the BMM and just running phrase.
So, we have got less keywords to manage and ads won't show on searches for tennis rackets and training shoes. Can you wear running shoes for tennis? So, now you can see that the power of algorithm coming through it knows that there is no intent. These search terms or queries are completely different to our keyword; hence, it's not going to show our ad for these search terms.
Okay, and the last one is exact match. Where you have got shoes for men, we have got the square bracket. So, our ads will show for: shoes men, men's shoes, men shoe you, shoes for a man. Whether it's singular or plural. It doesn't matter. Or in any order, it really doesn't matter because as I said, exact match is not exact match, well it hasn't been for the last year or so and ads won't show for men's tennis shoes or shoes for boys.
So again, Google knows that these are completely different search queries for our keyword and very quickly, I'll talk about negative keywords. Obviously, you can put them up as phrase match as well as exact match and they work differently. So, whereas over here, for example, it doesn't matter whether it's singular or plural, but in negative keywords, you must put in the singular and plural.
If you want to take it out from the account level, let's have a quick look at negative keywords. So, here we are. As I said, negative keywords won't match to close variants or other expansions. For example, if you exclude the negative broad match keyword flowers, ads won't be eligible to serve when a user searches for red flowers, but it can serve if a user searches for red flower, so now they have included this.
Now, this is also fairly new, I believe because I always understood and we always put up singular as well as plural keywords or negative keywords in the account. But right now, this is in red. That means they have updated this and now you don't need to worry about singular or plural, which is good as well. So, types of negative keywords, you got the broad match negative keyword, negative broad match keyword running shoes.
So, it could show an ad if you have got the search term for blue tennis shoes, running shoe, and for these three, it will not trigger. You can also put it in as a negative phrase match. So again, running shoes, we've got these quotation marks at the beginning and at the end, and it will show through for blue tennis shoes, running shoe, shoes running.
Whereas, it will not run for blue running shoes and running shoes and you can also set them up as exact negative with the square brackets at the front and the end. The only way it's not going to show through is the running shoes, which is our exact keyword. So, that is it. I believe I've covered pretty much all the important bits for the keyword match type.
So, thank you very much for being here and if you haven't subscribed, then please do so and put in a comment. If you're watching this as a recording. Tomorrow, I'll be back with some more Google AdWords. So, till then stay safe and goodbye.
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