If you have been running Google Ads for your Business you will know how much effort must go in to keeping on top of the campaigns. Ensuring your constantly checking and updating to avoid wasted budget is the key to a successful AdWords campaign.
Google have just announced that they are changing one of the most key aspects of all AdWords campaigns.
What’s changing?
There is a pretty big change to to phrase and broad match modified keywords.
Google say:
Starting on 18 February phrase and BMM keywords will begin to match the same user searches. With this updated matching behaviour, ads may show on searches that include the same or more specific meaning as your keyword. This can lead to an increase in traffic on any phrase match keywords and a slight decrease in traffic on any BMM keywords.
What to do about this change?
The best advice is really to keep looking and optimising your AdWords campaign as normal, however after this change checking and keeping on top of the campaign I going to be even more important to avoid wasted spend. A cynic may say Google hope most people just leave it as is so they can essentially get more money. After all a well optimised Google Ads campaign saves the business owner money, not Google.