RSS LinkedIn Google Plus

Call us: 0800 014 9884

A (broad) match made in heaven: Google lends another helping hand to marketers


Always keen to work with online advertisers to improve its search engine, Google has announced yet another modification to AdWords. The new broad match modifier is a targeting feature which provides a happy medium between broad match and phrase match, allowing keywords a far greater reach than was previously possible.

Google’s AdWords offers four keyword matching options, the set of criteria that determines which search terms bring up ads. Negative match allows clients to highlight words that they don’t want to associate with their ad, the somewhat self-explanatory Exact match only makes ads eligible for display when the keyword exactly matches the search term and Phrase match displays an ad when the keyword appears in a phrase. Broad match, the default setting, matches an ad to a search term if the keyword appears in any order, with other terms, as a synonym or in a singular/plural form.

The new broad match modification goes a step further, displaying ads only when the keyword appears in a Google search exactly or as a ‘close variant’. These still include singular and plural variations but the feature has been modified to now include abbreviations, acronyms, stemming and misspelled search terms while synonyms and related searches no longer qualify for ad eligibility.

The modified broad feature can also be used on any amount of keywords depending on how general or targeted the client wants their ad. The more it is implemented, the more specifically matched a keyword has to be. The new feature then earns its place as a broader than phrase search, more targeted than broad search and completely customisable between these two boundaries as per the advertiser’s needs.

Google’s new feature not only offers marketers a new level of control over keywords but ultimately provides more relevant ads for their users, which the search giant promises will significantly increase the success of online marketing campaigns. “Adding modified broad match keywords to your campaign can help you get more clicks and conversions at an attractive ROI,” said Dan Friedman, one of the Inside AdWords blog team. “During initial tests, advertisers who mainly used phrase and exact match found that adding modified broad match keywords increased campaign clicks and conversions, while providing more precise control than with broad match.”

Written by Carli Harris

Google to devalue doorway pages Tuesday 17th of March, 2015by Andy Williams Google is taking aim at websites using large, well-established doorway campaigns to rank highly in search results by altering its search engine algorithm.

More on this story »

Google: mobile algorithm bigger than Panda and Penguin Wednesday 18th of March, 2015by Dan Moores At SMX Munich, a Google representative said that the upcoming "mobile-friendliness" algorithm will have a bigger impact on search results than the Panda or Penguin updates.

More on this story »

Yahoo urges Firefox users to switch from Google Wednesday 25th of March, 2015by Dan Moores Firefox users who have manually set Google as their default search engine are now confronted with the following message: "Yahoo is the preferred search engine for Firefox. Switch now."

More on this story »
theEword - 6 hours ago

Hello. Is it a #PPC Exec role you're looking for? http://t.co/a1KqQmF0Cy #Manchester #digitaljobs http://t.co/GtnOrhSzxP

Reply Retweet Favourite
theEword - 1 day ago

Is your website ready for Google's #mobile algorithm update? Test it here http://t.co/eGRPq4CHmv http://t.co/rqNWlBG0yt

Reply Retweet Favourite
theEword - 1 day ago

#Content tricks from Hollywood. Even if the closest thing we had to Matt Damon was Matt Cutts http://t.co/Lw9W9tee97 http://t.co/1snyHxWLwl

Reply Retweet Favourite
theEword - 1 day ago

Is your website mobile friendly? Google waits for no man http://t.co/DR5sYboHlb http://t.co/3qWJHa3DcP

Reply Retweet Favourite

5 common digital marketing myths dismissed Friday 6th of March, 2015by Andy Williams Find out the real purpose behind onsite content and why link building is still vital. Here we explain the five biggest myths that surround digital marketing.

More on this story »

Content and the Customer: the journey Friday 6th of March, 2015by Sian English From acquisition to conversion, content plays a vital role. But have you given much thought to how that role evolves during the customer's journey? Here are the different stages your customers go through with your content.

More on this story »

Light a Fire with Hems de Winter Thursday 19th of March, 2015by Andy Williams Hems de Winter, CEO of de Winter PR, joined Light a Fire for an in-depth chat at BoConcept’s showroom on Great Ancoats Street, discussing his life and career.

More on this story »

Who loves theEword

Who loves theEword Who loves theEword