Earlier this year, Google changed both phrase match and modified broad match. Some people are getting OK results. Others have seen significant increases in CPAs or decreases in ROAS.
For example, in this account, if we examine October 2018 vs. October of 2019, we see their exact match CPA has doubled, and their phrase match CPA has increased dramatically:
As these changes are due to how search engines are matching search terms to keywords, you need to know:
- The match type changes
- The issues it is causing for some advertisers
- How to analyze these problems
- Changes to search term workflows
- How to put fixes into place
We’re doing a webinar that will cover all of these topics on December 5th with SEM Rush.
If you are using Adalysis, we are showing several recommendations that will help with the issues that Google has caused. This webinar will give you the context you need to know about why we are showing some specific alerts and the workflow associated with these issues.
If you’re not using Adalysis, don’t worry, we’ll show you how to do this diagnosis in Excel, so anyone can make sure they have the proper strategies in place to manage their search terms in light of Google’s newest changes.
We hope to see you there 🙂