People have been over exaggerating about the importance or should we say the expiry of phrase match! However, in a few cases, it does come out being quite impressively useful.
A few years ago when we witnessed that Google had launched its broad match modified match type. Then, some of the marketers were quick to conclude that the end of phrase match was close enough and will not be necessary in any SEO search engine optimisation techniques. Then we saw a few websites also turned and engulfed new gears. They started to launch fresh campaigns regarding broad match modified (BMM), negative match keywords and exact match. At the same time, many marketers ignored these steps. But why were such changes made? We all know, no one prefers broad match. Apart from Google, probably no one!
The utilisation of broad match came out as being quite lazy. Basically, it meant giving out all your money and Google pleasingly taking it away from you. Google is getting better with each passing day. More so, with this, Google does enjoy tons of freedom.
This is why there were so many advertisers who moved their direction and embraced phase match and exact match, when it came to their keyword. But they had to create tons of phrase match keywords to come across with some probable search terms. For example, if a company was promoting blue widgets, one would start their search with ‘blue widgets’ as the term to start their search. However, sooner we would also add in terms like blue ‘color widgets’, ‘widgets in blue’ and so forth.
With the start of BMM, ease was created for advertisers. All of a sudden they were capable of covering a good number of possible search terms, and all that they had to use were +blue +widgets. There are a few companies that offer services where they select some search terms that are vital and need special attention. This will help them to move the terms into the exact match status. This is what makes the intermediate phrase match version outmoded and uncalled-for.
This would be useful for streamlining the process. Along with freshly built campaigns, it comes out being the easiest of way to get campaigns live and producing real data.
Phrase match however is still standing on its own
There have been several marketers who did feel that the demise of phrase is a bit too early. A few of them state that even with the changes in the area of match types, there still has a little space left for use of phrase match. They stated that they would not get it removed from the older accounts where the conversion and phrase match KWs hold a good credit history. Even if they are positioned in accounts where they were broken due to match type, they would still prefer keeping it. One can also use it while mining search query reports for the converting phrase. This way even with new terms, you could use various match types and understand which one works best.
Google does appreciate and love everything about historical data. This is crucial when it comes to Quality Score. Sometimes Google could pick a fresh BMM keyword, as this will be useful to achieve high QS.
All of this proves that there still is some life and hope left for phrase match. If it is accessible with a good historical data and good performing phrase match keyword, this will be a boon.