Changes to phrase match and broad match modifier

Changes to phrase match and broad match modifier

Updates and New Features
In February 2021, Google Ads began to incorporate behaviours of broad match modifier (BMM) into phrase match. As of July 2021, both phrase and broad match modifier keywords have the same updated phrase matching behaviour for all languages and show ads on searches that include the meaning of your keyword. You don’t need to take any specific action for your phrase match or BMM keywords in order to see these changes. Note: These changes to phrase match and BMM don’t impact exact match, broad match or negative keyword match types. Learn more about keyword matching options and negative keywords. Updated phrase match The updated…
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Phrase and broad match keywords that are identical to a query are now preferred

Phrase and broad match keywords that are identical to a query are now preferred

Updates and New Features
When Google announced that it was expanding phrase match to include broad match modifier traffic earlier this year, it told advertisers that an exact match keyword that’s identical to a query will always take priority, so long as it’s eligible to match. Moving forward, broad match and phrase match keywords will follow that same behavior, Google announced on Thursday. In addition, the company has provided new details on how keyword matching works when a search is identical to a given keyword as well as when a search is not identical to any of an advertiser’s keywords (shown above). Google has…
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Google ads to drop expanded text ads for responsive search ads

Updates and New Features
Starting June 30, 2022, responsive search ads will be the only Google Search ad type that can be created or edited in standard Google Search campaigns, the company announced. That means you will no longer be able to create new ETAs or edit existing ETAs in Google Ads. “Your existing expanded text ads will continue to serve alongside responsive search ads, and you’ll still see reports on their performance going forward.
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Adjust conversion values in Smart Bidding 

Updates and New Features
“You can adjust conversion values based on characteristics like location, device, and audience. By applying a rule to these characteristics, you can adjust conversion values to align more closely with your business outcomes,” said Stephen Chang, Product Manager, Google Ads in an announcement. This added feature means that businesses can use their inherent knowledge of what’s working in their industry to improve their conversion rates in Google Ads. For example, if advertisers know certain audiences or people in certain locations are most likely to convert, they can set a rule to multiply the conversion value for the chosen group by two.…
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YouTube announced two feature updates

Updates and New Features
YouTube this week made two big changes to how search works on the video platform: Timestamps come to video previews: Previously on desktop only, if you hover your mouse over a video, it would play a short preview snippet of the video. This preview capability is now rolling out to mobile. Plus, videos with timestamps will now have chapters available in the search preview.Auto-translating captions: Along with new preview options, YouTube will begin translating English subtitles to multiple languages (and eventually roll this out to captions in other languages, too). 
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Upgrading TrueView for action campaigns to Video action campaigns

Updates and New Features
To help you achieve more conversions at an efficient cost, we’re evolving TrueView for action and scaling its best features to more places with Video action campaigns. Video action campaigns allow you to reach more customers in high-performing places on and off YouTube--all within one campaign. Starting early 2022, all existing TrueView for action campaigns will automatically upgrade to Video action campaigns. To start preparing for these changes, we recommend creating new Video action campaigns by choosing the responsive ad group type during campaign setup in Google Ads. You can also copy standard ad groups from your existing TrueView for action campaigns and paste them as responsive…
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