Table of Contents

1. Introduction
2. Understanding Keyword Match Types
3. Steps to Change a Broad-Match Keyword to a Phrase-Match Keyword
4. Best Practices for Keyword Match Types
5. Case Studies: Success Through Keyword Strategy Adjustments
6. Conclusion
7. FAQs

Introduction

Imagine you’ve set up a digital advertising campaign, and your broad-match keywords are generating traffic, but not the quality leads you anticipated. It’s a common scenario for many marketers. Broad-match keywords can often lead to irrelevant clicks, causing frustration and wasted budget. If you’ve found yourself in this position, you might be wondering how to change a broad-match keyword to a phrase-match keyword effectively.

Understanding keyword match types is crucial for optimizing your advertising efforts. As of recent updates in Google Ads, the way keywords are matched has evolved, and the distinction between broad match and phrase match has become even more important for driving targeted traffic to your website. In this article, we will explore the intricacies of changing broad-match keywords to phrase-match keywords, the significance of doing so, and actionable steps to implement this change in your campaigns.

By the end of this post, you will have a clear understanding of the process, along with insights into optimizing your keyword strategy for improved performance. Our journey will include detailed explanations of keyword types, a step-by-step guide to changing match types, and practical tips for enhancing your overall ad strategy. Let's delve into the world of keyword optimization together.

Understanding Keyword Match Types

What Are Broad-Match Keywords?

Broad-match keywords provide the widest reach among the keyword types available in Google Ads. When you use broad match, your ad can appear for searches that include misspellings, synonyms, related searches, and other variations. For example, if your broad-match keyword is "moving services," your ad might show up for searches like "affordable moving," "movers in NYC," or even "relocation services."

Pros of Broad Match:

• Wide Reach: Broad match keywords allow your ads to be shown to a larger audience.
• Discover New Keywords: They can help you discover new keyword opportunities that you might not have considered.

Cons of Broad Match:

• Less Control: You may attract irrelevant clicks, as your ad can show for searches that are not closely related to your services.
• Potential Waste of Budget: Unqualified leads can lead to a higher cost per acquisition.

What Are Phrase-Match Keywords?

Phrase-match keywords, on the other hand, strike a balance between reach and control. With phrase match, your ad will only appear for searches that include the exact phrase or close variations, preserving the word order. For example, if your phrase-match keyword is "moving services in NYC," your ad would show for searches like "best moving services in NYC" or "NYC moving services."

Pros of Phrase Match:

• Targeted Reach: You attract more relevant traffic, leading to potentially higher conversion rates.
• Better Control: You have greater control over the search terms that trigger your ads.

Cons of Phrase Match:

• Limited Reach: Your ads may not show for all relevant searches, which could limit your exposure.

The Importance of Changing Keyword Match Types

As businesses evolve and digital landscapes shift, so too must our strategies. Changing broad-match keywords to phrase-match keywords can lead to improved ad performance. Here are some reasons why this change is vital:

• Enhanced Relevance: Phrase match ensures that your ads are shown to users who are searching for specific phrases, thereby increasing the likelihood of conversion.
• Cost Efficiency: By reducing irrelevant clicks, you can optimize your budget for more effective ad spend.
• Improved Quality Scores: Google rewards relevant and targeted ads with better Quality Scores, which can improve your ad position and reduce costs.

Steps to Change a Broad-Match Keyword to a Phrase-Match Keyword

Changing a broad-match keyword to a phrase-match keyword in Google Ads is a straightforward process. Here’s a step-by-step guide to walk you through it:

Step 1: Access Your Google Ads Account

1. Log in to your Google Ads account.
2. Navigate to the campaign containing the broad-match keywords you want to change.

Step 2: Locate Your Keywords

1. Click on the "Keywords" tab on the left-hand menu.
2. Here, you will see a list of all your keywords. Identify the broad-match keywords you wish to convert.

Step 3: Select the Keywords for Conversion

1. Use the checkbox next to each keyword to select the broad-match keywords you want to change.
2. If you want to change multiple keywords at once, check the box at the top of the table to select all.

Step 4: Change the Keyword Match Type

1. Click on the "Edit" dropdown menu.
2. Select "Change match types" from the options.
3. Hover over "Change broad match modifier keywords" and select "Change broad match modifier keywords to phrase match."

Step 5: Review and Save Changes

1. Review the changes you are about to make.
2. Click "Save" to apply the new match type to your selected keywords.

Considerations After Changing Match Types

After changing your keywords, it’s important to monitor your campaigns closely. Keep track of the following:

• Traffic Volumes: You may see fluctuations in traffic as your ads are now targeting a more specific audience.
• Performance Metrics: Look at click-through rates (CTR), conversion rates, and cost per acquisition (CPA) to assess the impact of the changes.
• Search Terms Report: Regularly review the search terms report to identify any new user queries that are driving traffic to your ads.

Implementing FlyRank’s AI-Powered Content Engine can help you create optimized, engaging content that aligns with your targeted keywords, enhancing user engagement and boosting your search rankings. Learn more about how we can assist you at FlyRank’s Content Engine.

Best Practices for Keyword Match Types

1. Monitor Performance Regularly

After implementing changes, it’s crucial to keep an eye on your campaign performance. Analyze metrics such as CTR, conversion rates, and overall traffic quality. This data will help you make informed adjustments to your keyword strategy.

2. Use Negative Keywords

Incorporating negative keywords is essential to filter out irrelevant traffic. For instance, if you’re targeting “affordable moving services,” you might want to exclude terms like “cheap” or “free” to ensure that your ads are shown to users who are genuinely interested in your services.

3. Leverage Localization Services

If your business serves multiple geographical areas or markets, consider using FlyRank’s Localization Services. Our tools help adapt your content for new languages and cultures, ensuring that your ads resonate with diverse audiences. Explore our localization solutions at FlyRank’s Localization.

4. Review Keyword Research Regularly

Keyword trends can change over time. Regularly conduct keyword research to ensure that your chosen keywords remain relevant and effective. Utilize tools to uncover new keyword opportunities and variations that align with your services.

5. Test and Iterate

Digital marketing is an iterative process. Don’t hesitate to test different match types and keyword strategies. Monitor the results and refine your approach based on what works best for your audience.

Case Studies: Success Through Keyword Strategy Adjustments

Vinyl Me, Please (VMP) Case Study

One notable example of effective keyword strategy is Vinyl Me, Please, which leveraged FlyRank’s AI-driven content strategy to captivate music lovers and grow its brand presence. By adjusting their keyword strategies and focusing on high-quality, tailored content, they connected with a broader audience, driving engagement and clicks. For a detailed look at how VMP scaled its brand in a niche market, check out our VMP Case Study.

Serenity Case Study

FlyRank also supported Serenity, a new entrant in the German market, in gaining thousands of impressions and clicks within just two months of launch. By optimizing their keyword strategy and utilizing targeted ads, Serenity was able to effectively reach its audience and establish a strong online presence. Explore more about this success story in our Serenity Case Study.

Conclusion

In conclusion, understanding and optimizing keyword match types is essential for any successful digital advertising strategy. Transitioning from broad-match keywords to phrase-match keywords can help enhance the relevance of your ads, improve engagement, and ultimately lead to better ROI. By following the steps outlined in this guide, you can effectively change your keyword match types and position your ads for success.

As you navigate this process, remember to monitor your performance, leverage localization services, and continuously refine your keyword strategy based on real-time data. Together, we can implement the right strategies to drive meaningful engagement and achieve your business goals.

FAQs

What happens to my traffic after changing keyword match types?

After changing from broad match to phrase match, you may experience a change in traffic volume. Phrase match typically results in more relevant traffic, but you might see a decrease in overall volume. Monitor your search terms report to understand which queries are driving traffic.

Should I change all my broad-match keywords to phrase match?

Not necessarily. It’s important to evaluate each keyword's performance. While phrase match can improve relevance, some broad-match keywords might still be effective for generating traffic. Review performance metrics before making blanket changes.

How do I know if my keywords are effective?

Regularly analyze your key performance indicators (KPIs) such as CTR, conversion rates, and CPA. This data will help you determine the effectiveness of your keywords and whether they need adjustments.

Can I still use broad-match keywords?

Yes, broad-match keywords can still be useful, especially for discovering new keyword opportunities. It’s all about finding the right balance between reach and relevance based on your campaign goals.

What are the benefits of using FlyRank’s services?

FlyRank offers a range of services, including an AI-powered content engine and localization tools, designed to enhance your digital marketing strategy. These services can help optimize your content for better engagement and reach diverse audiences effectively. Learn more about our offerings at FlyRank.