How to Use the New Google Phrase Match
The success of Google CPC keywords depends on not just the words themselves, but also the meanings behind them. Phrases help to succinctly define the search intent, which makes your ads more contextual to users. Historically, keywords have been categorized as broad match, modified broad match, phrase match, exact match, or negative match. However, since February 2021, phrase match has absorbed the functionality of modified broad match keywords.
So how exactly does the new phrase match work? Phrase match stands between exact match and broad, so phrase match now offers a balance between precision and increased volume. The meaning of the keyword remains part of the phrase query, and Google determines the broader context to which it applies. As Google algorithms become smarter with each passing day, Google can associate several permutations and combinations of keyword matches with the users’ search queries to serve them with more reasonable results. Marketers can use Google Ads reports to consider and monitor for close variants of the phrase match keyword that can be used to improve targeting.
When the team at [B]RIGHT runs SEM campaigns for our clients, it’s important that we have a firm grasp on the variability of the different keyword match types, synonyms, and similar meanings for phrases. Starting with a clear-cut strategy and well-defined objective helps tailor your keyword choices and match types. We often maximize our ad budgets by opting to use exact match and phrase match keywords. Some instances and objectives warrant the use of broad match, but it should be used sparingly and paired with negative keywords to minimize ad waste.
YouTube Adds Video Chapter Listings in Search, Which Could Be a New SEO Consideration
YouTube has rolled out automatically generated video chapters for improving YouTube and Google search results and user experience by quickly narrowing in on sections of content that are exactly what users are searching for. Not all videos are eligible for automated chapters, but YouTube intends to apply chapters to its library of video content. These auto-generated video chapters can be used as is or can be edited by the video creator, utilizing relevant keywords to improve ranking in search queries. These chapters have been developed to work with translation tools to improve international discoverability of desired content. Lastly, YouTube will be providing additional website links, sourced from Google, for queries about which the platform has little or no video content.
Ruling Against Apple Allows Alternate In-App Payment Options for App Creators
District Court Judge Yvonne Gonzalez ruled that Apple Inc. may not restrict developers from using external links that direct users to third-party payment services outside of their apps on the iOS platform. This is a considerable win for developers, but Apple Inc. may still have a chance to appeal the ruling.
The ruling as it stands reads, “Apple Inc., and its officers, agents, servants, employees and any person in active concert or participation with them (“Apple”), are hereby permanently restrained and enjoined from prohibiting developers from (i) including in their apps and their metadata buttons, external links and other calls to action that direct consumers to purchasing mechanisms, in addition to In-App purchasing and (ii) communicating with customers through points of contact obtained voluntarily from customers through account registration obtained within the app.”
From a financial perspective, the portion of Apple’s revenue derived from transaction processing—payment services required of users for any in-app purchases—is likely to take a significant hit. This redistribution of revenue to developers and other payment services could also fuel the creator economy and further boost social platform investment in creators. This change was set to take effect December 9, unless the ruling is overturned following an appeal.
