Written by Abby Browning, Digital Marketing Manager
Are you finding it more and more challenging to keep up with the inevitable changes to your digital marketing platforms? Google and Facebook are constantly evolving, and so must your approach for digital real estate marketing. Recently, Google announced some changes that affect keyword behavior and ad types. We’ll review what these changes are, how they affect your digital apartment marketing, and how you can continue to drive results despite these changes.
What changes have been made to keyword match types and behavior?
In July of 2021, Google officially eliminated modified broad match keywords. Previously, ads would show for search queries that contained all of the keywords included in your modified broad match keyword, regardless of order. For example, a user could be researching moving companies Atlanta to Austin. By using a broad match modified keyword in your search strategy, “+moving +companies +atlanta +to +austin” would show ads for any query that contained all keywords, regardless of order, including moving companies from Austin to Atlanta.
As of September 2021, Google has loosened up restrictions to phrase match in order to operate more similarly to broad match modified, though they will not be an exact replacement. The main reason for Google making these changes is to boost the relevance of ads that are being served to users by focusing more on text and intent behind the query. According to Google, “The updated phrase match simplifies match types by combining the control of phrase match and the expanded reach of the discontinued broad match modifier.”
What happens moving forward?
Take this opportunity to reduce keywords in your thematically consistent ad groups by removing any match type duplicates or close variants. We recommend leveraging negative keywords to ensure that you’re filtering out unqualified traffic. The newly improved search terms report will also be a useful tool to reference to understand which keywords and match types are triggering your ads, providing insights into new keyword additions to build or exclude in your campaign.
What changes have been made to expanded text ads?
Earlier this year, Google announced that Expanded Text Ads (ETA) will no longer be available to create or edit as of June 2022. Expanded text ads have three headline fields and two description fields and are optimized for mobile. After June 2022, ETA will still be able to run, but the only changes that you will be able to make are to pause or remove them from your search campaigns.
What happens moving forward?
Google released Responsive Search Ads (RSA) in 2018, and over time, we have seen RSAs dramatically improve clicks, CTR, conversions, AND conversion rates. RSAs allow you to create ads that adapt to show more text and more relevant messages by entering multiple headlines and descriptions. Because of the responsive nature of this ad type, RSAs increase ad group performance because they help you compete in more auctions and reach more people. With the announcement of the changes occurring to ETA in June 2022, you will want to be sure that all of your ad groups contain at least one RSA as this will be the new default ad type when creating search campaigns. Now is the best time to perform A/B tests, if you are not doing this already, to see which of your ETA headlines and descriptions perform best. Save this information and be sure to use it come June! Dynamic search ads, which are ads created by Google, and call ads will still be available despite the elimination of expanded text ads.
In an ever changing digital landscape, your digital marketing strategy must adapt. The changes that were recently announced by Google to keyword match types, behavior, and ad types are improvements overall. As with any shift in strategy, continue to monitor campaign performance and traffic quality driven by the updated phrase match keywords, and continue testing multiple headlines and descriptions to encourage continued interaction and engagement through the use of Responsive Search Ads.