Introduction

Recent updates to Google Ads have introduced significant changes to how broad match keywords and phrase match keywords function. While these updates may be helpful for newcomers with little to no Google Ads experience—allowing for a broader audience reach—seasoned marketers and Google Ads managers may find them more disruptive. Previously, targeting was highly specific, but these updates have made it broader, affecting the precision that advertisers were accustomed to.

These changes, which have now been fully implemented, mean that both phrase match and broad match keywords follow the same behaviour. Ads will now be shown for searches that include the “meaning” of your keyword, offering increased reach but with less control over exact targeting.

It’s important to note that these changes do not impact exact match or negative keyword match types.

Traditional Broad Match and Phrase Match

Before these changes, broad match and phrase match operated differently:

• Broad Match: Advertisers could enter specific terms they believed their ideal client would search for. Broad match would trigger ads for those terms and their close variants, casting a wide net by allowing Google’s algorithm to select alternative keywords it deemed relevant, even if they weren’t strictly targeted.
• Phrase Match: Ads would only appear when the search query contained the exact keyword phrase in the same word order, though additional words could appear before or after the phrase. This provided more precise targeting compared to broad match but with less flexibility.

Updated Phrase Match

Under the new system, phrase match has been enhanced to combine the control of traditional phrase match with the broader reach that broad match previously offered. The updated behaviour is now broader than the old phrase match but slightly more restrictive than broad match.

For example, a phrase match keyword like ‘moving services Sydney to Melbourne’ will still trigger ads for searches such as ‘affordable moving services Sydney to Melbourne’. However, it will now also capture searches that were traditionally matched under broad match, like ‘Sydney corporate moving jobs’.

Broad Match Keywords

Although Broad match and phrase match technically still exist they act as the same feature. All existing broad match keywords now function like the updated phrase match.

For those with legacy broad match keywords:

• These keywords will automatically adopt the updated phrase match behaviour.
• You don’t need to duplicate them as phrase match keywords—they will continue serving as they are.
• Previously, partially modified broad match keywords allowed some flexibility by treating non-modified words like broad match. Now, all keywords behave entirely as phrase match.

Recommended Actions

• Use the ‘Remove redundant keywords’ recommendation to eliminate unnecessary broad match modifier keywords where phrase match equivalents already exist.
• Regularly monitor traffic and add negative keywords to exclude irrelevant queries.
• Review your campaign budgets to ensure they’re not constrained, as some phrase match keywords may see increased search volume.
• Check the ‘Add new keywords’ recommendation to maintain keyword coverage. As broad match’s reach has narrowed, some queries may no longer be covered by your current keywords.
• For all keywords added to the negative keyword list, it is recommended to make the change account wide rather than at the campaign level only. It is only suggested to add a negative keyword at the campaign level if you are targeting that search term in another campaign.

How to Refine Google Ads for Precise Targeting

For experienced marketers, regaining control over targeting can feel challenging after these updates. However, there are strategies that can help professionals optimise their campaigns and drive better results. Here’s how you can refine your Google Ads for more precise targeting:

1. Use Single-Service Campaigns

Set up campaigns that promote only one product or service per campaign. This prevents your ad spend from being spread across multiple offerings, allowing you to focus on driving highly targeted traffic to a specific service.

2. Add Keywords as Phrase Match

Make sure all your keywords are added as phrase match. This ensures a good balance between control and reach, giving you more flexibility than exact match but greater targeting than broad match.

3. Monitor Search Terms Daily

Check the “search terms” report daily to see what actual queries are triggering your ads. If you find any non-targeted or irrelevant terms, add them to your negative keyword list to avoid wasted ad spend.

Alternatively, if you notice search terms that are relevant and converting, but were missed during your initial setup, add them as targeted keywords. This helps expand your campaign’s reach and capture more high-quality traffic.

4. Identify High-Performing Keywords

Once a phrase match keyword reaches 1,000 impressions, review its performance. High-performing keywords typically have strong click-through rates (CTR), conversions, and align with your business goals.

5. Create a New Campaign for High-Performing Keywords

For any high-performing phrase match keyword, create a separate campaign and ad group, focusing exclusively on that one keyword. Convert the keyword to exact match and allocate a dedicated budget to maximise control over the searches that trigger your ads.

Ensure that the ad copy, extensions, and landing page are highly targeted around the exact match keyword for optimal relevance. This approach helps improve quality scores, ad placement, and conversion rates.

6. Pause the Phrase Match Keyword

Before launching the new exact match campaign, pause the original phrase match keyword. This prevents your ads from competing with one another.

Important: Don’t delete the phrase match keyword—just pause it. This gives you the flexibility to reactivate or adjust it later if needed.

7. Repeat the Process

Follow this process for each high-performing phrase match keyword. By isolating these terms into their own exact match campaigns, you can maintain precision while still capturing the benefits of broader targeting.

By continuously testing, refining, and isolating high-performing keywords, you can ensure your Google Ads campaigns remain targeted, effective, and optimised for performance—even as match types evolve.  Need help with getting the best return on your Google Ads investment?  Get in touch with us to discuss your goals and challenges.