Google Ads Is Phasing Out Broad Match Modifier

Google Ads Is Phasing Out Broad Match Modifier

On February 4th, 2021 Google publicly announced that they will soon be phasing out the broad match modifier option. This option enabled advertisers to target keywords with specific keywords that must be included in the user’s search query.  The broad match modifier option was a great way to target either smaller search volume keywords and also Google Grants users, as it was a nice trade-off between broad match and phrase match. It helped eliminate irrelevant search queries yet remain broad enough in user intent.

While advertisers will not have to take any specific action, it’s best to stop using the broad match modifier option and use either phrase match or exact match options. Existing broad match modifier keywords will continue to serve but will be matched based on this new change.

Google is positioning this change as a way to reach the searches an advertiser wants by using phrase match. From my perspective, Google continues to take away control from advertisers and Google Ads management agencies and broadening user search intent. They also continue to push towards machine learning and smart bidding. This is good for Google, as they can reduce customer support and hurt Google Partners that manage client accounts.

This may also increase irrelevant search queries and drive up profits for Google. It seems that Google has been moving away from keywords and more towards automated bidding.

One of the things Google Ads managers will want to do is continue to review the keyword search report and add additional negative keywords to prevent irrelevant searches.

Below are examples Google shared regarding how the phasing out of phasing out broad match modifiers:

Broad match modifier keyword

Queries that will no longer match after the update

+resume +services

what are some customer service skills to put on a resume

+best +sneakers

best prices on sneakers for toddler

+used +printers

companies that used daisy wheel printers


Phrase match keyword

Queries that will match after the update

“holidays in zambia”

holiday spots in zambia

“long sleeve dress”

long sleeve lace dress

“womens boots”

new womens size 37 boot 

Google went on to say Starting mid-February, both phrase match and broad match modifier keywords will begin to transition to this new matching behavior.3 Because this behavior will be applied to both match types, you won’t have to take any immediate action—you’ll keep your performance data and have no need to migrate your keywords.  

In July, once the new behavior has been rolled out globally, you’ll no longer be able to create new broad match modifier keywords. However, existing broad match modifier keywords will continue to serve under the new behavior. That’s why starting now, we recommend creating new keywords in phrase match going forward. “

You can read more about the phasing out of the broad match modifier keyword option here: 


Google 2020 Core Update

Google 2020 Core Update

Google recently announced that they are releasing a core algorithm update to their search indexing system.  This is the third confirmed core update for 2020.

Google went on to say “ several times a year, we make significant, broad changes to our search algorithms and systems. We refer to these as “core updates.” They’re designed to ensure that overall, we’re delivering on our mission to present relevant and authoritative content to searchers.”

The focus seems to be on high-quality, original content and rewarding more deserving pages that have the highest quality, original content, as opposed to what used to seem to work with SEO, which was links (backlinks) from other sites.  Regarding this Google 2020 core update, the short answer seems to be simple, focus on ensuring your site is offering the best quality content you can. That’s what Google’s SEO algorithms seek to reward and should help with Google algorithms.

Here are some helpful hints when evaluating the content of your website and how to best comply with the most recent core update:

Content tips

  1. Make sure your content and information on your site are original and not stolen from other sites.
  2. Make sure your content is comprehensive in describing the topic and the keywords you are trying to optimize / rank for. The days of throwing up an informational website that talks about how great your business is are over. Google wants quality content that provides useful, detailed information, research, and analysis.
  3. It’s helpful to share content that shares insight and interesting information.
  4. Make sure your headline, title tags are correctly optimized. Avoid exaggeration or shocking headlines.
  5. Write content that users would find helpful and would consider bookmarking or sharing with others.
  6. Credibility is important, as are confidence factors. The author should share credible information.
  7. Expertise, Authoritativeness, and trustworthiness are important guidelines to follow when developing quality content for your site.  You can learn more about the acronym E-A-T here
  8. You can use various tools to help in developing good, original content that is optimized for SEO, such as SEMRUSH’s content marketing tool. This can help you develop quality, SEO optimized content that drives marketing results.

Regarding the most recent Google core update, a common question is how long will it take for a site to recover, if it improves their content? There is not a bottom-line answer to this. Broad core updates tend to happen every few months, so it may take a while. That being said, Google is regularly making improvements and adjustments to their search engine algorithms.

Here’s your bottom line, key takeaway regarding how to improve your site’s organic rankings. High quality, original content on your site is a critical component. This includes information that would be useful to users, is in-depth in nature, and is written in an authoritative manner.  So keep working on your website, keep adding good content to your site, keep blogging. Your website, landing pages, and blogs are always a work in progress. The days of the set and forget are over. Google will continue to make adjustments to their algorithms and roll out more core updates.  

You can also find additional resources and helpful information about writing good content in Google Webmasters.

You’ll also find plenty of advice about good content with the resources we offer from Google Webmasters, including tools, help pages, courses, and more. 

Another helpful tool is Google Search Central, which is a free tool from Google. This can help you better understand how your site is performing on Google search, and what you can do to improve your site’s organic rankings and drive more qualified traffic to your site.

You may find Google’s search engine optimization (SEO) starter guide helpful in your quest to improve your web sites organic rankings and to better comply with the most recent core update.






Google Search Central Re-Brands From Google Webmasters

Google Search Console

Google Webmasters Re-Brands

Google recently announced that they are re-branding from “Google Webmasters Central” to “Google Search Central”.  The overall goal appears to be the same, which is to help users improve their website’s visibility (organic results) on Google Search and to show up on Google search as well as how to increase search traffic. 

Google offers several paths to choose from with the site, from a simpler “Quick Start” for users that have limited time and just want the bottom line, basics of SEO to beginner SEO, advanced SEO, and more. You will also find more detailed information on how Google Search Works, as well as a helpful SEO starter guide.  

You will also find a helpful guide on “How search works” which explains the basics of crawling, indexing, and search results. Additionally, there is a helpful section in Google Search Central on how to optimize your site for search engines, including the basics of being descriptive, be topical, keeping your site up to date, and more.

Google also offers an informative guide to Search Console, which Google says “is a free tool from Google that can help anyone with a website to understand how they are performing on Google Search, and what they can do to improve their appearance on a search to bring more relevant traffic to their websites. The tool can help users monitor and optimize search engine performance for your website. 

These tools, guides, and tutorials can help you learn the basics of SEO and the quick start guide only takes @ 20 minutes to read. So if you have the time and the interest in optimizing your website for organic search, this is a good place to start. There are a number of excellent SEO training courses across the web, including a good course through Udemy “The Ultimate SEO Training 2020 + SEO for WordPress Websites.” 

There’s also a Google Search Console help center where you can find answers to your questions and support. There is also a community forum where you can ask others your questions and get additional support. You will find additional information regarding Google ranking factors, crawling and ranking factors, security and malware issues, structured data, and more. 

The good news here is that website owners and business owners can learn more about optimizing their website for organic search, increasing organic rankings, and traffic to your site. Whether you decide to optimize your website yourself or hire an SEO agency, this site will help you better understand search engine optimization and make sure you don’t get taken advantage of. 

There are a lot of SEO agencies out there, some good, and some not so good. You’ll want to make sure that you don’t fall for an SEO scheme that does not follow basic SEO rules and guidelines, avoiding low-quality content, low-quality links, links networks, and scams. If you understand some of the foundational basics of SEO, that will help protect you from falling for a scam that can hurt your website’s organic rankings and overall health. Even more, the reason to invest some time with Google Search Central. Knowledge is power, especially with regards to SEO, and Google Search Central can help users and business owners increase their knowledge and take more control over your SEO efforts. 

You can also follow the latest Google Search Central blog to keep up to date on all the latest news and developments.
By increasing your web sites organic rankings, you can potentially decrease or eliminate your Google Ads advertising budget and reduce your needs for pay-per-click management.

Google Ads Now Issuing COVID-19 Credits

Google Ads Now Issuing COVID-19 Credits

Google Ads has recently issued advertisers credits to help advertisers with the impact of the COVID-19 virus. This is to help businesses face the challenges of the economic downturn over this pandemic. The ad credit is automatically applied to your promotions tab in...

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Changes to Google My Business Insights Data

Changes to Google My Business Insights Data

Google recently announced changes to insight reporting within a user’s Google My Business listing. Now you will be able to access more key metrics within your Google My Business profile.

Google indicates that users will be able to gauge interactions so you can see how often people contacted you. They also plan to add more metrics/data over the next few months and will include detailed reports about searches and the number of people who saw your Google My Business profile.

After metrics are added to Performance reporting, the older versions of those metrics will eventually be removed from the Google My Business web and app platforms.

Performance reporting is currently available on Search and will soon be available on Maps.

Data will be available for up to 6 months. You’ll be able to review your performance by selecting custom time frames, with interaction metrics updated daily and other metrics updated monthly.

Google went on to state:

To review the new metrics from your Business Profile, go to Performance reporting:

  1. Make sure you’re signed in with the account you used to sign up for Google My Business.
  2. To find your Business Profile, search on Google for your exact business name.
  3. If needed, select View profile to manage your Business Profile.
  4. Select Promote  Performance.
  5. At the top of the page, select a date range for your report and click Apply.

If you have a single business, you can download insights at If you manage multiple Business Profiles, follow the steps to access Insights in bulk.

Google Local Service Ads

Google Local Service Ads

Google Local Services

Google’s local search ads continue to evolve, with more emphasis on “badges” designed to “earn customers trust”. These badges are designed to give users “more confidence to book your services” states Google. The two badges are “Google Guaranteed” and “Google Screened”.

The advertisers that participate in these layers of trust are displayed next to a green, check-mark badge. This designation is quickly becoming the symbol of trust for Google users.

Trust would be built on what Google calls “Advanced Verification standards”. Google states: “In order to prevent fraudulent businesses from advertising on Google using false identities, Google Ads and Local Services advertisers in certain verticals will be required to complete Advanced Verification.”

The Google Guaranteed program now covers most Home Service categories, including appliance repair, carpenter, carpet cleaner, electrician, house cleaning, interior designer, landscaper, lawn care provider, mover, pest control technician, pet care provider, pet groomer,  plumber, roofer, tree service provider, water damage, window cleaner, window service provider and flooring, foundations, countertop, HVAC, and siding pros. The green checkmark for Google Guaranteed providers signifies that Google has verified the business and backs the services booked.

Google states: “If you’re backed by the Google Guarantee, and your customers (that came to your business through Google) aren’t satisfied with work quality, Google may refund the amount paid for the service.”

The newer “Google Screened for Professional Services” program. This program is for lawyers, financial planners, real estate agents, photographers, event planners, and tax specialists. The Google Screened, somewhat similar to the Google Guarantee program, means that Google has verified the business’s background and backs their expertise.

Google states: All firms that have the Google Screened badge must pass a business-level background and a business-owner background check. Additionally, each professional in the business must pass a license check, and in some categories, a background check.

These checks ensure consumers that the professionals they work with have been thoroughly vetted and provide them added peace of mind as they work with you. You can find out more about the Google Screened badge here:

Who it Covers?

Only firms that provide professional services including Law, Financial Planning, and Real Estate are eligible for the Google Screened badge.

To qualify for the Google Guaranteed or Screened badge, the service pros undergo personal background checks and provide corporate documentation, proof of insurance, certifications, licenses, and other credentials, depending upon the industry. This process can take weeks, even months, as Google depends upon third parties throughout the application process.

Local Services Ads have been slowly starting to show at the top of Google search results for local search queries in key home services categories.

You can find out more about the Google Guaranteed program here: and can sign up to participate here: 


Google Ads Limits Search Terms Report

Petition Over Google Ads Hiding Search Term Data

Google recently notified advertisers on the Google Ads dashboard that it has updated the search terms report to only include search terms that were searched by a significant number of users.

This basically means that advertisers will be paying for some (maybe many) keywords and have no clue what they are paying for.  You can read more about this change to the keyword search report here.

This is bad news for advertisers and for Google Ads managers. We continue to see a trend of Google hiding information from us and providing bad customer service.

Help us let Google know this is unacceptable and sign the petition to ask Google to reverse this policy:


Increase Site Speed Load Time

Increase Site Speed Load Time

How to Increase WordPress Site Speed Load Time

Having a website that loads fast is important both from a user perspective and experience, as well as from Google’s perspective. It can also help improve your SEO results.

However, WordPress sites can sometimes load slowly and certain WordPress themes, child themes, and plugins can slow down a site’s load time.  Here are a few simple tips to speed up your site’s load time.

WP Rocket is a popular caching program that can help speed up a WordPress site’s load time (I use WP Rocket for the sites I develop and manage. I have NO financial interest with this product.) I’ve found that this WordPress plugin has helped me speed up my sites, especially since some of the themes and plugins I use can be kind of “heavy”.

Recently, WP Rocket rolled out a new version of their plugin. The big news is that the new feature will increase PageSpeed score for your site.

Here’s what WP Rocket says about the upgrade:

“Update now, because v3.7 introduces a crucial new feature that will increase your PageSpeed score in the blink of an eye: Delay of JavaScript Execution Time

This feature loads JavaScript files only when the user visiting a page needs them: this behavior has a huge positive impact on your website’s performance.

When you enable this option from the File Optimization tab, WP Rocket will tell you what scripts you can safely delay (e.g., Google Analytics, Facebook Pixel, LinkedIn Pixel, etc.).

By delaying this kind of JavaScript file, we obtained a fantastic 65% reduction in loading time (from 2,6s to 0,9s) and an 87% improvement in the mobile PageSpeed score! 

And that’s just one of the new features that version 3.7 brings with it.”

I encourage WordPress web site owners/developers to try this plugin with the new upgrades and then test the results using a popular program such as GT Metrix, Pingdom, etc.

A few other plugins I’ve had success with in speeding up my website load time are PhastPress. Another great plugin for image optimization is Smush.

If this doesn’t speed up your WordPress website’s load time, the next step would be to use WP

I’ve used their service for a number of my websites and have recommended them to clients, and have had very good results by using them. (Again, I do NOT receive any financial compensation by recommending them.)

6 Google Ads Tips to Help You Increase Profits

6 Google Ads Tips to Help You Increase Profits

Google Ads offers a fantastic opportunity to target your customers with ads that relate directly to their online searches. 

If you want to run a successful Google Ads PPC campaign, then you’ll need to think about the many different components involved in the process. 

Because running Google ads is pay-per-click, you’ll need to be sure that your ads are landing as they should. If people are clicking on them without it converting to a sale, then it’ll cost you money. 

Here are six great Google Ads tips to help you increase your profits.

1. Make Sure Your Landing Page Is Relevant

It can be very easy to get bogged down in tweaking bids, making sure your ad copy jumps out, and putting all of your energy into juggling the numbers of Google Ads, but one thing that is often overlooked is creating a relevant landing page. 

The ultimate goal of pay-per-click marketing is for you to convert clicks into sales. If users are taken in by your ad, but your landing page is confusing, irrelevant, or unattractive, then it could undo all of your hard work. 

Driving people to your landing page is only half the job; the rest of the work needs to be done at a site level. 

You should optimize your landing page for pay-per-click conversion by ensuring that your ads align with the content on your landing page. 

Maintaining consistency on your ads and landing page means using the same keywords, and call-to-action across both the ad copy and the landing page. 

2. Pay Attention to Negative Keywords

Using negative keywords can work in your favor. On Google Ads, you can specify what your product or service is not. This will ensure your ads don’t show up on keyword searches that don’t fit with the customers that you want. 

By honing down the details, you’ll ensure that you’re not wasting time and money on an ad campaign that is completely missing the mark. 

An example of how you can do this would be that if you were advertising an upmarket vegan restaurant, you’d want to specify that you don’t want to receive traffic coming from people looking for search terms such as ‘fast food.’

It is essential that you let Google know what your services and products are not, just as is it is important to state what they are. 

3. Use All of the Relevant Ad Extensions 

Many pay-per-click accounts will focus their attention on Paths, Headlines, and a Description of the main ad. Ad Extensions, though are an essential part of the user experience and can add a lot of value to your campaign. 

Ad extensions will help to tell the story of your brand in addition to providing important information to your visiting customers. 

There are a number of different ad extensions available. However, these are the most popular: 

  • Structured Snippets– These allow you to expand on what you’re offering
  • Callout Extensions- Help to build trust with phrases such as ‘quick and professional service’
  • Sitelinks Extensions- Additional links that direct customers to your landing pages or your website
  • Call Extensions – This allows you to include your business phone number in your listing
  • Local Extensions- Add your Google My Business account to your Google Ads to include your phone number and address in the listing

Try and use as many that apply to your listing as possible. 

4. Fill in Every Available Section  

Expanded Text Ads (ETAs) have made a huge difference in the way that Google Ads work. By adding extra specs for content that is relevant, ETAs allow the chance to tell a complete story about the services or products that you’re trying to sell. 

To make sure that your ads perform to the best of their abilities, make sure that you fill out all of the available fields in the form. 

5.  Perform Thorough Keyword Research 

Using the right keyword is essential when it comes to paying for Google Ads; after all, you need to ensure you get a maximum return on your investment.  

One thing that should be obvious is that the higher the search volume is of the keyword, the higher the cost-per-click, and subsequently- the higher the ad spend. 

If you go after high volume searched keywords, you’re going to have to pay more. So do your research and look for keywords that have a high search volume and a low cost-per-click as these will be the most effective. 

A lesser-used strategy for cost-effective Google Ads bidding is to use Single Keyword Ad Groups. With this strategy, you’ll improve your quality score while your cost-per-click will go down. 

6. Adjust Your Bids for Geo-Targeting

All industries can benefit from focusing their marketing toward their specific location. While geo-targeting is something local businesses such as lawyers, builders, hotels, and dentists use to their advantage all of the time, it’s not just useful for this type of industry. 

Even if you don’t rely on your customer’s actual location, you should still think about optimizing your pay-per-click ads with geo-targeting bids based on local seasons and the needs of the user. 

For example, if you sell sunglasses but you should negative bid in areas where it is winter and focus your geo-tagged bids in areas that enjoy plenty of sunny weather. You would use weather forecasts to then increase your bids on areas that are due to have a sunny spell.  

There is a lot of money that can be saved by making sure your ads are showing in the right cities. 

Get Our Help With Your Google Ads Tips

If you want to save time and effort learning all of the best Google Ads tips, let us manage your Google Ads campaign. 

Get in touch today to find out how we can help optimize the perfect ad campaign that will boost your profits.

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