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Use this knowledge to align your marketing campaigns with your business goals and get the results you want immediately, to help you adapt to key metrics and current trends across industries. Get my free guide. newsletter. Email address: email. Sign up to meet the author. Yes Marketing Executive is a customer communication platform for service-oriented companies. She serves as senior executive editor. Her cat Arnold, who has two paws on each paw, finds life on the bike more enjoyable. Home - Blog - Annual Search Pairing Update: What You Need to Know Annual Search Pairing Update: What You Need to Know By: Michelle Morgan Last Updated: Year Day | What’s Happened to How Keywords Work on the Platform Over the Past Years Big changes.

Whether it's the addition and subsequent removal of malaysia phone number list modified broad match types, the introduction of tight exact match variations, or changes in how phrase match is applied, new things are happening all the time that can cause search campaigns to perform differently than before. Google recently made another announcement about query matching, and we as advertisers need to get used to it. I want to highlight two main parts of this announcement. Let's go in order. Changes to the inclusion and exclusion list of brands in the directory. Updated query matching to remove typos. The latest query is consistent with the bullet points. Changes to brand inclusion and exclusion lists. Despite changes to brand inclusion and exclusion options for different campaign types, Google is still hearing about the need for further controls.

Could your account benefit from trying broad match keywords or brand lists? Take advantage of our free feature to instantly assess your account performance and find optimization recommendations for broad match brand inclusion lists. The first change will affect broad match campaigns and keywords. Brand keywords are very valuable terms, especially for promotions, and can be very specific, whereas broad match often misses the mark, sometimes matching irrelevant queries. This means that without a brand inclusion list, you may see your brand keywords matched to queries that aren't explicitly brand-focused. Google Ads Query Match Update: Screenshot of Brand List.