30 Aug, 2021

Google Ads for Recruiters: Change Is Coming for Phrase and Broad Match Modified Keywords

Phrase and Broad Match Modified Keywords

If you have been using Google Ads to attract clients and job candidates, you’re probably familiar with phrase and broad match modified keywords and utilised them in your campaigns a few times. However, did you know that Google has recently changed how they match with search queries? According to Google, the updates were part of efforts to make it easier for business owners to reach their customers through paid ads. 

But what do these changes mean precisely? 

New and Improved Phrase and Broad Match Modified Keywords Now on Google Ads?

As you may know, it’s vital to choose the keywords you will bid on and incorporate into your ads. By using relevant keywords, it will be easier for you to find candidates or employers who require your services. But since Google has changed the rules of the game yet again, it’s vital to make a few adjustments to ensure that you’ll be able to make the most of the latest Google Ads update. 

So what are the things you should know about the recent update? For starters, Google said the latest changes make the keywords you’re bidding on more relevant to a user’s search intent. This will help recruiters reach their prospects more quickly and easily, regardless of how their target audience performs online searches. 

Aside from this, there are two notable benefits the recent changes can provide: 

1. Improved ad accuracy

Before the updates, marketers and business owners can reach prospects through the keyword match types below: 

  1. a)       Exact match to ensure precision
  2. b)     Broad match to expand the ads’ reach
  3. c)       A combination of the two to obtain both precision and reach 

With the latest update, you can enjoy the benefits offered by the third keyword match type by only using phrase match keywords in your ads. Google tweaked phrase match keywords so that they now allow you to obtain extra traffic broad match modified keywords can provide without losing their word order. 

With the more accurate phrase match keywords, you can reach potential customers without worrying about your ads showing up for irrelevant online queries. 

2. Better keyword management

The update also makes it easier for recruiters and other business owners to manage their respective Google Ads accounts. Since you don’t have to use broad match and phrase match keywords separately in your campaign, you can save more time and effort. As a result, you’ll have more time to spend on other essential tasks. 

Google to Pull the Plug Off Broad Match Modified Keywords

Previous observations revealed that phrase and broad match modified keywords often behave the same way when used on Google Ads. Since Google is now essentially combining the two with the latest update, the search giant will no longer support broad match modified keywords. This means you can no longer create new broad match keywords for future recruitment ads. 

However, Google assures everyone that it won’t phase out broad match modified keywords until July 2021, when the latest changes have been implemented globally. Existing broad match modified keywords are still usable and they will adopt the new matching behaviour. This means you don’t have to migrate your keywords yet. Also, you can still keep your ads’ performance data and use it to adjust your campaigns. 

Tips on Improving Your Ads’ Performance

Speaking of adjusting your campaign, here are a few tips you should consider if you want to boost your ads’ performance further amidst the changes Google has implemented. 

1. Monitor your recruitment ads’ performance

With significant changes taking place with Google Ads, web traffic is likely to fluctuate as the update is rolled out. To ensure that your ads will reach their intended audience, you should keep track of their performance and make the necessary improvements when needed. 

2. Take a look at your ‘Recommendations’ page

You should also keep track of your Recommendations page. This will help you determine how to further improve and streamline your campaign. For example, with the “Add new keywords” function, you can maintain coverage. To remove duplicate or similar keywords that could generate unnecessary expenses, you can use the “Remove redundant keywords” function. 

3. Add negative keywords to your ads

Consider using negative keywords if you haven’t tried it already. Negative keywords stop your ads from showing up for irrelevant searches. Also, the recent updates made on phrase and broad match modified keywords do not affect them. 

Choose Your Keywords Carefully

Your choice of keywords contributes to the success of your Google Ads campaign. Therefore, you should always carefully consider the search terms you’re bidding on and using in your ads, particularly now that Google has made significant updates to how phrase and broad match keywords work. 

Meanwhile, if you need help making the most of the latest Google Ads updates, we at Recruitment Traffic are happy to assist you. Speak with us today, and we’ll build a bespoke campaign to help you find more traffic and leads for your recruitment business.

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