Google Update - Modified Broad Match is Out the Door

Nov 6, 2019
Marketing Factors

Introduction

Welcome to SEO by SCD, your leading expert in the field of digital marketing. We understand the importance of staying ahead of the curve in an ever-evolving industry, which is why we are dedicated to bringing you the latest news and insights. In this article, we will discuss the recent Google update and its impact on your business.

Understanding Modified Broad Match

Modified Broad Match has long been a valuable tool for advertisers on Google Ads. It allows marketers to specify variations of core keywords while giving them more control over the search queries that trigger their ads. However, Google's recent update has signaled a change in the way Modified Broad Match works.

Previously, Modified Broad Match would include misspellings, singular/plural forms, abbreviations, and acronyms of your core keywords. However, Google's update has brought about a significant shift. Modified Broad Match will no longer include close variants that share the same meaning as the original keyword.

The Impact on Digital Marketing

This update has significant implications for businesses relying on Modified Broad Match to reach their target audience. It's crucial for digital marketers to understand how this change affects their advertising strategies.

Improved Relevance

While the update may seem restrictive at first, it aims to improve the relevance of ads displayed to users. With fewer unrelated queries triggering your ads, your campaigns can now focus on the most qualified and relevant search queries. This increased relevance can lead to higher click-through rates (CTRs) and better conversion rates.

Enhanced Control

The modification in Modified Broad Match empowers advertisers with more control over their campaigns. By eliminating close variants that may not align with their specific targeting objectives, businesses can now ensure their ads appear in front of a more relevant audience, thus maximizing their return on investment (ROI).

Maximizing Your Digital Marketing Strategy

Now that you understand the impact of the Google update, here are some actionable steps to help you outrank your competitors in search engine rankings:

1. Refine Your Keyword Selection

With the removal of close variants, it's crucial to revisit your keyword strategy. Focus on selecting highly relevant and specific keywords that accurately reflect your business offerings. Conduct thorough keyword research to identify long-tail keywords and optimize your campaigns accordingly.

2. Optimize Ad Copy and Landing Pages

Ensure your ad copy aligns with your chosen keywords while appealing to your target audience. Craft compelling and engaging ad content that entices users to click. Additionally, optimize your landing pages to provide a seamless user experience and encourage conversions.

3. Leverage Match Types and Negative Keywords

As Modified Broad Match becomes more restrictive, it's essential to utilize other match types and negative keywords effectively. Broad Match Modifier and Phrase Match can help expand your reach without sacrificing relevancy, while negative keywords help exclude irrelevant queries.

4. Monitor and Optimize Performance

Regularly monitor the performance of your campaigns and make necessary adjustments. Track key metrics such as CTR, conversion rates, and cost per click (CPC) to identify areas for improvement. Implement A/B testing to iterate on your strategies and optimize for success.

Conclusion

In conclusion, the recent Google update to Modified Broad Match has brought both challenges and opportunities for businesses in the realm of digital marketing. By understanding the impact and adjusting your strategies accordingly, you can effectively outrank competitors in search engine rankings.

At SEO by SCD, we specialize in staying ahead of industry updates and providing data-driven solutions to help your business thrive. Contact us today to learn more about our comprehensive digital marketing services and how we can elevate your online presence.

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