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[Marketing/Google] Expanding the scope of phrase matching and Phase-out of broad match modifier
On Friday, February 5, 2021, Google announced a change in the scope of phrase match and the associated phasing out of broad match modifier.
The change in Japan is scheduled to take effect in July 2021, while the change in the U.S. and Europe will take effect in February 2021. Until the change is applied, the existing definitions will remain in effect.
(1) Change in the extended scope of phrase matching
You can continue to use the broad match modifier keywords that you have already registered. However, after the update (after July 2021 in Japan), it will no longer be possible to add new broad match modifier keywords. Also, it will no longer be possible to apply Refined Partial Match to only some words in a keyword. (e.g. ○ “+Web marketing +job change”, × “Web marketing +job change”)
In line with this change, Google plans to release additional tools to make keyword replace easier from time to time during this year.
I believe the following three are the main impacts of this update.
3. Expansion of keywords impressions in unintended ways
It will be necessary for those in charge of operational advertising to examine additional keywords by carefully examining match types and adding excluded keywords in preparation for the unintended expansion of keywords, so it would be a good idea to schedule the work in advance.