At the beginning of February, Google announced the gradual disappearance of the Large Query Modifier, in favor of Exact Expressions, which will now include it.

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Digital display advertising, What are the advantages
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It is to give Google Ads users more control and a better reach that the American search engine has decided to integrate the best of the Large Query Modifier into the Exact Expression search. Therefore, the Exact Expression will be extended to cover the additional traffic of Large Query Modifiers, while still respecting word order where meaning is important. This should make both customer expectations and keyword management easier for professionals who use Google Ads.

Traditional keyword matching options at Google

Keywords are the words or expressions that will make it possible to match advertisements with search terms used by Internet users. The keyword match types determine how well the keyword matches the user’s search query for the ad to count in the auction. For example, you can use the “Large Query” type of match to serve an advertisement with a greater variety of searches (the search must contain the keyword or a variant close to the Cameroon Phone Number List keyword, with the possibility of including other words. in any order), while the “Exact Keyword” match type allows you to precisely target specific searches. Finally,

Cameroon Phone Number List

The scheduled disappearance of the broad query modifier
However, as Google announced at the beginning of this month of February, the Large Query Modifier will gradually disappear, and will be included in the Exact Expressions.

As of July 2021, it will no longer be possible to create keywords with the Large Query Modifier. But we can still use this matching functionality using Exact Expressions.

This change will first be available to advertisers in the following languages: English, French, German, Spanish, Italian, Dutch, Portuguese, and Russian. For the other languages, this change will be rolled out later this year.

What is this update about?

Currently, an advertiser using the broad query modifier for the following keywords + services + moving + New York + to + Boston may appear for the search query “moving services from NYC to Boston”. However, the ad may also appear when an internet user searches for “moving services from Boston to New York”, which may not be what the advertiser wants, who only want the search to validate. New York to Boston, and not the other way around.

Thanks to the takeover of the Exact Expression function, in the case we have just seen, and which was released by Google to show the scope of its update, the search for “moving services from Boston to New York” will not trigger ad serving for an original + services + move + New York + to + Boston type request. Below are some examples that show how the matching behavior will change after this update:

Large Query Modifier Keywords
Examples of queries that will no longer match after the update
+ CV + services

What customer service skills should you put on a resume

+ best + sneakers

Best prices on children’s sneakers

Keywords of the Exact Expression,
Examples of queries that will match after the update
“Holidays in Italy”

Holiday destinations in Italy

“Long-sleeved T-shirt”

Long-sleeved cotton t-shirt

What Google recommends to fully understand this update

To help you get the most out of these upcoming changes, Google suggests that Google Ads users adopt the following best practices:

Monitor the performance of Google Ads advertising campaigns, and adjust budgets if necessary. Traffic may indeed be susceptible to fluctuation due to these changes, and in this case, necessary adjustments should be made.

Regularly consult the personal Recommendations page, a service offered by Google. Using the “Add New Keywords” feature can help you cover all of the relevant keywords for your advertisements, while the “Remove Redundant Keywords” feature helps you consolidate duplicate keywords.

Consider using broad match with Google’s smart auction system, Smart Bidding. Broad Query, combined with Smart Bidding, can help you achieve more relevant levels of search that can meet your performance goals.

Continue to use negative keywords to rule out unwanted matches. Google adds, however, that this update has no impact on negative keywords.

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