Google Ads is changing. How it will impact your business!

Have you (or your ads manager) noticed that phrase match is losing ground to broad match?

And there are valid reasons why we preferred using phrase match (query control and relevancy for starters) compared to broad match when configuring ad accounts. However, Google has been pushing broad match pretty hard and as a result, phrase match is getting more expensive.

Broad match is uses signals unavailable to other match types, such as:

- Landing page content.
- Other keywords in the ad group.
- Previous user searches.
- Location.

Once Google began actively promoting broad match (around 2023), phrase match costs started rising disproportionately faster.

One broad match keyword can now do the work of 10 phrase match terms.

Given broad match’s preferential CPCs and phrase match’s rising costs and deteriorating quality, it may be time to accept that phrase is losing ground, for good.

How are your ads performing? Reach out to In Cahoots Co if you need a hand with your local Google Ads campaigns right here in Brisbane and Ipswich.