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Big Changes To Google Ads Keywords

Tuesday March 9, 2021

Reading Time: 10 minutes

In an effort to simplify keyword match types, Google Ads will be eliminating the broad match modifier (BMM) keyword match type. The broad match modifier match type will be merged into the phrase match type, and the current phrase match rules will be altered slightly, essentially creating a new keyword match type. Google is currently rolling out this change, and plans on it being the standard by July. If you run a Google Ads campaign, it’s important to understand these changes and how they’ll affect performance moving forward.

What Are Keyword Match Types?

Match types within Google Ads are rules that dictate what search queries can trigger your ads. These rules are applied via adding symbols to keywords. It’s important that the match type you choose aligns with your goals for the campaign. We’ve provided a brief overview of match types below:

Broad Match – With broad match keywords no symbols are added to the keywords, and any search query Google determines is a close match is eligible to trigger your ad to show. 

Broad Match Modifier – Plus signs (+) are added at the beginning of keywords to establish that that particular word must be included in the search query for your ad to show.

Phrase Match – Quotation marks are added around a keyword phrase to dictate that the phrase must be included in the search query in the exact same order to trigger your ads. Additional words can come before or after the phrase within the quotation marks, but the exact phrase must be included somewhere in the search query.

Exact Match – Brackets are added around keywords or phrases that dictate that the search query must contain that exact phrase, or very close variants, to trigger your ads. This differs from phrase match because no words are allowed before or after the keyword phrase.

Negative Match – These keywords are added to eliminate irrelevant searches. If you add a negative keyword, searches containing that word will not trigger your ad in the future. Though this is technically a match type, the application is slightly different so we’ll be focusing on the above 4 for now.

google merging broad match modifier and phrase keyword match types

How Are Broad Match Modifier and Phrase Match Being Merged?

Although technically the broad match modifier is being merged into phrase match, from a strict rule standpoint what’s really happening is both match types are being removed and replaced with a new one. According to Google “we’re bringing the best of broad match modifier into phrase match. As a result, phrase match will expand to cover additional broad match modifier traffic, while continuing to respect word order when it’s important to the meaning”.

The new phrase match keywords will operate more like a “we know what you meant” match.  keywords. With Google’s greater understanding of search intent, this is a logical move. Though the specific rules were different, there was always a lot of overlap between the core objective of broad match modifier and phrase match keywords. Both provided a middle ground between Broad keywords and Exact keywords, and moving forward keyword matching will revolve more around the core objective of the 3 keyword match types. 

  • Broad match for reach
  • Exact match for precision
  • Phrase match for a combination of reach and precision

What To Keep An Eye On Moving Forward

Consolidating the phrase and broad match modifier match types should help free up time to focus on other aspects of campaign optimization. Establishing 3 basic objectives for keywords match types helps simplify keyword selection and assessment. Instead of analyzing implications of match type logic, you can focus your efforts on other optimization efforts. 

Though this should help simplify campaign optimization, there is one main thing to keep an eye on in the future – your search terms report. This can be found in Google Ads under the keywords tab, and differs from the regular list of keywords. The search terms are the queries users actually searched that triggered your ad to show. This section allows you to assess your keyword strategy and make adjustments like adding negative keywords to prevent irrelevant searches and wasted spend in the future. 

It is crucial to keep an eye on this because this change leans heavily on Google being able to accurately identify intent. Though Google has gotten better at identifying intent, it’s not flawless. What Google considers a close match or relevant may differ from what you or your client considers relevant. Depending on the industry, this gap can be quite large. You’ll need to watch search terms closely to learn exactly how lax Google will be with relevancy under this new match type, and make adjustments accordingly. 

The Future of Google Ads

The simplification of keyword matching is another step towards automation. Google has implemented many changes recently, and almost all of them revolve around utilization of machine learning. Automated bidding, SMART campaigns, dynamic and responsive ads, etc are all indicative of Google’s goal to provide a better search experience with machine learning. Google’s Local Service Ads give a glimpse of this. With Local Service Ads you essentially just enter your credit card, select locations, topics, and schedules – and let Google do the rest. The performance of our client’s Local Service Ads has been fantastic, so machine learning definitely has its benefits. 

As Google gets better and better at understanding user intent and utilizing machine learning, there will be less and less of a need to focus on specific Google Ads features like keywords or manual bids. The future of Google Ads management will likely shift to assuring you’re giving the algorithm the data it needs to be successful, and making adjustments to persuade the algorithm and machine learning to align with your goals and produce optimal results. 


Reading Time: 10 minutes

Today marks one year since an EF-3 tornado ripped through Nashville. Truthfully, things haven’t felt the same since. One of the biggest changes we’ve noticed at the office is an increase in anxiety whenever a severe weather rolls through. As we prepare for another spring of hail, rain, and tornadoes, we wanted to share how our team is coping with storm anxiety. We’d also like to talk about how things have changed since March 3rd, 2020.


Trauma and Storm Anxiety from the Nashville Tornado

We write a lot of blogs about PTSD and sub-acute trauma: ongoing emotional responses to negative stimuli. We’ve found that whenever you read a list of traumatic events, natural disasters always make the cut. These overwhelming, distressing experiences cause widespread devastation, but they also prime us for a lifetime of anxiety.

A year later, the first springtime storms have arrived, and Nashvillians are wondering if, when, and how tornadoes might make an appearance. Some people compulsively refresh the weather radar, while others are glued to the news.

Here’s what we’ve learned about managing storm anxiety.


Preparation is key.

Planning can help you to take some control in the face of a storm. Stock up on flashlights, batteries, and other disaster preparedness items. If you know the weather will be bad, charge your devices ahead of time. Finally, be sure that your family has a plan for where to go in the event of a tornado or flood.

Stay informed (but don’t obsess).

Staying up to date on weather changes is key, but you also shouldn’t spend the day anxiously watching the radar. Sign up for weather alerts from services like NashSevereWx. By turning on notifications instead of doomscrolling, you’ll receive major updates without having to constantly obsess over minor developments.

Seek support.

You’re not the only one who’s worried! Reach out to friends, family, and neighbors if your storm anxiety begins to rise. You can discuss your feelings until you feel better.

Focus on your emotional well-being.

Large-scale weather events raise a great many concerns – it’s common to be distressed about the possibility of property damage and personal danger, especially after the 2020 tornado. As storm season approaches, try to find ways to self-soothe your storm anxiety. For example, breathing exercises and weighted blankets have both been found to reduce anxiety symptoms.

Distract yourself from storm anxiety.

Finally, if you can’t stop worrying, find something fun to do until the storm passes. Scavenger hunts, crosswords, snacks, music, pets, exercise, movies, and video games – all of our favorite pandemic activities – can take your mind off the weather.


Nashville’s New Tornado Warning System

In the wake of last year’s tornado, there have also been some significant upgrades to Metro Nashville’s tornado warning system. The Nashville Office of Emergency Management worked in conjunction with Commtech Radio, Federal Signal, and Metro Information Technology Services to add 20 new siren sites.

The system itself has also been modified for the better. Previously, when one siren went off, every siren in the county activated, too. This resulted in widespread confusion throughout Davidson County – just because a tornado passed through Bellevue, for example, did not mean that East Nashvillians were in its path at that moment. Another consequence of this broad warning system was that citizens began to ignore sirens after so many irrelevant alerts.

The upgraded PATSS (Polygonal Alerting Tornado Siren System) will now issue warnings to potentially impacted areas, without regard to political boundaries, at the proper time. We hope that information about this advanced warning system will reassure our fellow East Nashville residents that, if a tornado touches down, we should be alerted this time.


Local Businesses Rebound After Disaster

It hasn’t been an easy year for small businesses. The 2020 tornado, the COVID-19 pandemic, and the February winter storm have all resulted in temporary and permanent closures throughout East Nashville. Here’s an update on which businesses have reopened – we ask you to consider supporting them on the anniversary of the tornado.

Noble’s Kitchen & Beer Hall – After closing for five months for repairs, Noble’s has reopened. “Our margins are super thin, given everything that’s going on,” manager Nicholas Gajewski said in an interview with News Channel 5. “If we can break even on a given week, we’re excited.”

High Garden Tea – East’s favorite heirloom herbal and tea craft storefront has moved online in the wake of last March. “No walls, most business possessions gone, but the earth was still beneath our feet… We created an online shop to support our family and y’all did the thing! When walls crumble, you do get a better view. Here’s to 2020 – one of our most influential teachers,” wrote owner Leah Larabell in a recent Instagram post.

The Basement East – Freshly repaired but closed due to COVID, The Beast has switched up its approach to concerts. You can now attend virtual (live streamed) shows from the comfort of your own home or purchase tornado relief merch from their website. “I am ready to get back to doing the job that I love, with the people I love, in the city that I love,” said Billy Marchinkevich, an employee of The Basement East, in an interview with News4 Nashville. “I survived that, and we all survived it.”

Reopened: Boombozz (coming soon), Gym5, Edley’s Bar-B-Que East, Attaboy Nashville, GReKo, Poppy & Monroe, Koi Sushi & Thai, 3 Crow Bar, Music City Vintage.

Continuing / Permanent Closures: Burger Up (East), Molly Green (East), The Soda Parlor, Marche Artisan Foods, Eastland Cafe, Setsun.


Webconsuls is a digital marketing company based in East Nashville – just off E Trinity Lane + Gallatin Pike.