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data-element_type="container" data-settings="{"jet_parallax_layout_list":[]}"><div class="elementor-element elementor-element-801de08 elementor-widget elementor-widget-breadcrumbs" data-id="801de08" data-element_type="widget" data-widget_type="breadcrumbs.default"><div class="elementor-widget-container"><p id="breadcrumbs"><span><span><a href="https://www.onlineklik.nl/">Home</a></span> → <span class="breadcrumb_last" aria-current="page">Belangrijke Google Ads update: Modified Broad Match komt te vervallen</span></span></p></div></div></div><div class="elementor-element elementor-element-3f005c1 e-flex e-con-boxed e-con e-parent" data-id="3f005c1" data-element_type="container" data-settings="{"jet_parallax_layout_list":[]}"><div class="e-con-inner"><div class="elementor-element elementor-element-b1f452b elementor-icon-list--layout-inline elementor-align-right elementor-mobile-align-left elementor-list-item-link-full_width elementor-widget elementor-widget-icon-list" data-id="b1f452b" data-element_type="widget" data-widget_type="icon-list.default"><div class="elementor-widget-container"><ul class="elementor-icon-list-items elementor-inline-items"><li class="elementor-icon-list-item elementor-inline-item"> <span class="elementor-icon-list-icon"> <i aria-hidden="true" class="far fa-calendar-alt"></i> </span> <span class="elementor-icon-list-text"><span style="font-weight: 600">9 maart 2021</span></span></li><li class="elementor-icon-list-item elementor-inline-item"> <span class="elementor-icon-list-icon"> <i aria-hidden="true" class="far fa-user-circle"></i> </span> <span class="elementor-icon-list-text"><span style="font-weight: 600">Online Klik</span></span></li></ul></div></div></div></div></div></div></div></div><div class="elementor-element elementor-element-5a66443 e-flex e-con-boxed e-con e-parent" data-id="5a66443" data-element_type="container" data-settings="{"jet_parallax_layout_list":[]}"><div class="e-con-inner"><div class="elementor-element elementor-element-5383789 e-con-full e-flex e-con e-parent" data-id="5383789" data-element_type="container" data-settings="{"jet_parallax_layout_list":[]}"><div class="elementor-element elementor-element-4901c1a elementor-widget elementor-widget-heading" data-id="4901c1a" data-element_type="widget" data-widget_type="heading.default"><div class="elementor-widget-container"><h1 class="elementor-heading-title elementor-size-default">Belangrijke Google Ads update: Modified Broad Match komt te vervallen</h1></div></div><div class="elementor-element elementor-element-2c86555 elementor-widget elementor-widget-theme-post-content" data-id="2c86555" data-element_type="widget" data-widget_type="theme-post-content.default"><div class="elementor-widget-container"><p>Begin februari kwam Google met een grote aankondiging met betrekking tot zoekwoordtypen: Modified Broad Match verdwijnt. Het nieuws overviel menig SEA specialist, omdat de update gevolgen kan hebben op de prestaties van Google Ads campagnes.</p><p>Nu kan ik me voorstellen dat niet iedereen weet wat broad match modifier is en waarom het voor SEA specialisten zo’n ‘big deal’ is. </p><h2 class="wp-block-heading">Waarom broad match modified?</h2><p>Google Ads geeft de mogelijkheid om verschillende zoekwoordtypen in te kopen. Op dit moment bestaan de zoektypen uit broad (breed), exact en phrase match (zinsdeel).</p><p>Hieronder een voorbeeld van welke zoekwoorden worden gematcht:</p><figure class="wp-block-image size-full"><img data-lazyloaded="1" src="data:image/svg+xml;base64,PHN2ZyB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciIHdpZHRoPSI1MTIiIGhlaWdodD0iMzU5IiB2aWV3Qm94PSIwIDAgNTEyIDM1OSI+PHJlY3Qgd2lkdGg9IjEwMCUiIGhlaWdodD0iMTAwJSIgc3R5bGU9ImZpbGw6I2NmZDRkYjtmaWxsLW9wYWNpdHk6IDAuMTsiLz48L3N2Zz4=" fetchpriority="high" fetchpriority="high" decoding="async" width="512" height="359" data-src="https://www.onlineklik.nl/wp-content/uploads/2022/08/Modified-Broad-Match1.jpg" alt="Modified-Broad-Match1" class="wp-image-2334" data-srcset="https://www.onlineklik.nl/wp-content/uploads/2022/08/Modified-Broad-Match1.jpg 512w, https://www.onlineklik.nl/wp-content/uploads/2022/08/Modified-Broad-Match1-300x210.jpg 300w" data-sizes="(max-width: 512px) 100vw, 512px" /></figure><p><strong>Exacte zoekwoorden</strong> geven adverteerders meer controle, omdat de advertenties alleen zichtbaar zijn voor zoekopdrachten die overeenkomen met het zoekwoord (meervoudsvormen, spelfouten of functiewoorden zoals ‘’in, naar, voor, bij’’ worden ook meegenomen). Mocht je exact inkopen op het zoekwoord ‘’grasmaaiservice’’, zal de advertentie verschijnen bij zoekopdrachten zoals ‘’grasmaaiservice’’, ‘’gras maai service’’ en ‘’service voor gras maaien’’. </p><p><strong>Phrase match</strong> is iets breder dan exact. Bij dit zoekwoordtype kan de advertentie ook getriggerd worden bij een zoekopdracht zoals: ‘’grasmaaiservice offerte’’.</p><p><strong>Brede zoekwoorden</strong> zorgen voor gemak, aangezien de adverteerder niet hoeft na te denken over synoniemen of vergelijkbare zoekopdrachten die ook relevant zijn. De advertenties zijn daarom vertoonbaar aan een groter publiek. Een risico bij brede zoekwoorden is echter dat het verkeer minder relevant kan zijn, omdat de advertenties mogelijk ook vertoond worden aan niet relevante zoekopdrachten. Een voorbeeld van een zoekopdracht kan zijn: ‘’gazon verticuteren prijzen’’.</p><figure class="wp-block-image size-full"><img decoding="async" width="512" height="301" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20width='512'%20height='301'%20viewBox='0%200%20512%20301'%3E%3C/svg%3E" alt="Modified-Broad-Match2" class="wp-image-2333 perfmatters-lazy" data-src="https://www.onlineklik.nl/wp-content/uploads/2022/08/Modified-Broad-Match2.jpg" data-srcset="https://www.onlineklik.nl/wp-content/uploads/2022/08/Modified-Broad-Match2.jpg 512w, https://www.onlineklik.nl/wp-content/uploads/2022/08/Modified-Broad-Match2-300x176.jpg 300w" data-sizes="(max-width: 512px) 100vw, 512px" /><noscript><img decoding="async" width="512" height="301" src="https://www.onlineklik.nl/wp-content/uploads/2022/08/Modified-Broad-Match2.jpg" alt="Modified-Broad-Match2" class="wp-image-2333" srcset="https://www.onlineklik.nl/wp-content/uploads/2022/08/Modified-Broad-Match2.jpg 512w, https://www.onlineklik.nl/wp-content/uploads/2022/08/Modified-Broad-Match2-300x176.jpg 300w" sizes="(max-width: 512px) 100vw, 512px" /></noscript></figure><p><strong>Modified Broad Match</strong> is een zoektype dat tussen phrase match en brede zoekwoorden in staat. Aangezien dit zoektype meer controle en een groter bereik realiseerde, kozen veel SEA specialisten ervoor om in te kopen op dit zoekwoord. </p><h2 class="wp-block-heading">Wat verandert en wanneer?</h2><p>Begin februari kondigde Google via de mail aan dat er een verandering plaatsvindt die betrekking heeft op de zoekwoorden ‘’modified broad match’’ en ‘’phrase match’’. De verandering wordt doorgevoerd in verschillende fases:</p><p>Half februari start fase 1: Phrase match krijgt dezelfde functie als MBM (modified broad match). De verwachting is dat dit in april helemaal is doorgevoerd. De talen Engels, Duits, Spaans, Frans, Italiaans, Nederlands, Portugees en Russisch zijn als eerste aan de beurt. </p><p>Fase 2, juni 2021: De overige talen worden ook geüpdatet.</p><p>Fase 3, juli 2021: Er kunnen geen MBM-zoekwoorden meer ingevoerd worden.</p><h2 class="wp-block-heading">Waarom neemt Google deze actie?</h2><p>Als lezer denk je nu vast, ‘waarom zou Google deze update doorvoeren?’ Om deze vraag te kunnen beantwoorden, is het belangrijk om te weten dat Google in het verleden vaker updates heeft doorgevoerd, waarbij ze onder het mom van ‘vereenvoudigen’ steeds wat controle weghalen en zoekwoordtypen verbreden. </p><p>Cynici zouden zeggen dat dit te maken heeft met meer inkomen voor Google. Bredere zoekwoorden betekenen ten slotte meer klikken. </p><p>Een andere reden is dat Google steeds meer inzet op automatisering. De algoritmes van Google kunnen tegenwoordig goed begrijpen welke zoekopdracht relevant is voor de adverteerder en door de zoektypen te vereenvoudigen, kan de adverteerder een groter bereik behalen met minder moeite. Ook <a href="https://www.onlineklik.nl/blog/automatische-biedstrategieen/">automatische biedstrategieën</a> presteren tegenwoordig steeds beter. </p><p>Ook geven bredere zoekwoorden Google meer data en dus meer input om hun algoritmes nog meer te verbeteren. </p><h2 class="wp-block-heading">Wat zijn de gevolgen en hoe kan je hier het beste mee omgaan?</h2><p>Google geeft aan dat meer verkeer een gevolg kan zijn voor je zoekwoorden. Wat moet je doen?</p><ol class="wp-block-list"><li>Het is dus van belang dat je je campagnes de komende tijd goed in de gaten houdt en monitort of er grote wijzigingen in verkeer of de zoektermen te zien zijn. </li><li>Heb je op dit moment nog geen phrase match zoekwoorden in je account? Begin dan op tijd met deze toe te voegen. </li><li>Zet je MBM-zoekwoorden niet om naar phrase match! Als je dit wel doet, bestaat de kans dat je zoekvolume en zoekwoord historie verliest als de update nog niet heeft plaatsgevonden. </li><li>Houd je budgetten goed in de gaten. Aangezien meer verkeer een mogelijk gevolg is, kan het zijn dat je huidig budget niet volstaat. Houd daarom goed in de gaten of je campagne niet ‘beperkt door budget’ komt te staan en stel je budget bij.</li><li>Voeg bij het aanmaken van nieuwe campagnes/ad groups phrase match zoekwoorden toe in plaats van MBM-zoekwoorden.</li></ol><p>Wil jij meer weten over de update of gewoon een keertje sparren met een van onze SEA Specialisten?</p><p>Neem gerust contact op!</p></div></div></div></div></div></div><div data-elementor-type="footer" data-elementor-id="198" class="elementor elementor-198 elementor-location-footer" data-elementor-post-type="elementor_library"><div class="elementor-element elementor-element-923d6cd e-flex e-con-boxed e-con e-parent" data-id="923d6cd" data-element_type="container" data-settings="{"background_background":"classic","jet_parallax_layout_list":[]}"><div class="e-con-inner"><div class="elementor-element elementor-element-4db5911 e-con-full e-flex e-con e-child" data-id="4db5911" data-element_type="container" 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