One change that will be discussed a lot by professionals and non-Digital Marketing professionals is Google’s recent decision to exception of BMM (broad modifier) from its ads.
This follows the general automation promoted by the tech giant that has an impact on the data and control we have as marketers.
As a WAU we would say that we have been waiting for a long time for this change which belongs in the same context as the other “reforms” that Google has introduced & promoted more and more, Responsive ads, the smart bidding etc..
What will really happen?
In practice now the Phrase Match will act as a BMM and display our ad on much more terms enabling google algorithm to “choose” for us the right time to appear, always according to our goal and the bid strategy we have in each campaign
What do we expect to see in the future?
❗ The “consolidation” of ad groups and their transition from Single Keyword Ad Groups to Intent Based Ad Groups is accelerated more
For those who have been dealing with Google ads for a long time, they know its importance SKAGs but also their very difficult management. If you do not have them in mind, SKAGs are short ad groups with just one keyword and its variations in scaling (broad, phrase, exact). Now with smart bidding and Google changes we appreciate that Intent Based will work even better, ie the separation of Ad Groups into Keywords according to user intent
❗ The importance of Smart Bidding
From what we see from its performance smart bidding so far we estimate it will be positive change, always on the condition that he will recognize the London language perfectly. Smart Bidding as time goes on seems to work more and more, provided always that we feed it properly. This is because Google has the ability to perform signal-based performance which practically means that the algorithm has infinite data that we do not have at our disposal.
❗ Swift of performance marketing from purely technical to more strategic.
It is a common secret that for a long time performance marketing is gone from cpc and now we go to more strategically important changes such as the possible power supply of the algorithm and the general return to Marketing that we experienced decades ago.
Long Long tail targeting me exact match acquires greater meaning
To catch the maximum search impr. share in the top keywords we want to appear we will move to long tail targeting solutions, now exclusively with exact match targeting.
Ad relevance will have different parameters in its measurement by Google while it has long been able to understand the general meaning of advertising and not just its existence specific keyword in the ad copy.
❗ Performance Marketing with less Data, is it possible?
We look forward to seeing how they will be affected in the future Smart Biddings due to lack of data GDPR, privacy, iOS updates etc.
It is now clear that we are moving towards a clear “Cookieless” future, with the deeper penetration of GDPR and privacy which will prevent us from accessing more data compared to now. It is also interesting to see how they react Facebook & Google and what changes the above will bring to the performance of the algorithm.
Article Writing: Kalaitzis Dimitris
*The article has been translated based on the content of https://www.greekinternetmarketing.com/blog/proothisi-istoselidon/telos-broad-match-modifier-apo-ta-googleads by www.greekinternetmarketing.com
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