Google Ads is making waves with a series of updates to revolutionise how advertisers manage search queries and control brand-related traffic.
The new query matching update uses the power of cutting-edge AI technology to optimise campaign performance and deliver more control. This move shows Google’s commitment towards AI advancements that have yielded a significant 10% boost in broad match performance for advertisers utilising Smart Bidding.
The update expands on two key areas:
- Search Query Matching: A more nuanced approach to how search queries are matched with your ads. With the power of AI, ads will show for searches with even higher relevance to the advertiser’s keywords and reduce wasted ad spend.
- Brand Control: Get greater control over ads that appear for searches containing their brand name. Use features like improved brand inclusion options and more precise brand exclusion capabilities.
Advertisers can now fine-tune their campaigns, eliminate irrelevant traffic, and maximise their reach among high-intent customers.
Top 4 Google Ads Updates You Need To Know About
1. Enhanced Search Term Visibility
Search term reports are now more insightful as misspelled searches are aggregated with their correctly spelled equivalents. You can gain valuable insights into a wider range of queries users employ to find your ads.
Privacy thresholds might have earlier hidden these misspelled terms under the generic “other” category. With this update, Google estimates advertisers will discover an average of 9% more search terms, providing a clearer picture of how users are actually searching. This improved visibility allows you to better understand user intent, refine your keyword targeting, and potentially capture valuable missed opportunities.
2. Streamlined Negative Keyword Management
Managing negative keyword lists can be time-consuming. To take the burden off advertisers, Google Ads has introduced automatic blocking for misspellings of your existing negative keywords. This means you won’t need to manually add every single misspelling to prevent irrelevant traffic. Now, you can streamline campaign management and save significant time and effort.
However, it’s important to note that Google hasn’t specified the extent of this misspelling coverage. If it is a goal-focused campaign, you might still want to consider adding common misspellings for high-impact keywords.
3. Smarter Broad Match With Brand Inclusions
For advertisers who rely on broad match keywords, Google Ads is introducing brand inclusions. This feature allows you to restrict your ad’s reach to search queries that specifically mention your brand or related products.
Now, you have the perfect balance between reach and control. Use the expansive reach of broad match keywords and notice how ads appear only for relevant searches. With this update, you get increased brand awareness, reduced wasted spend on irrelevant clicks, and ultimately, a more targeted and efficient advertising strategy.
4. Enhanced Control Across All Campaigns
Want more granular control over brand traffic? Google Ads is expanding brand exclusions to be available for all campaign types, including Search Network campaigns with various match types (broad, phrase, exact) and Dynamic Search Ads.
Previously, brand exclusions were limited to Performance Max campaigns, which automatically target users across various channels like Search, Display, and YouTube. This update empowers you to exert greater control over brand mentions within your entire advertising portfolio. Now, your ads won’t appear on searches for irrelevant branded terms. Optimise your budget for the most relevant traffic and get more ROAS.
With these updates, you can save time, refine your targeting, and unlock significant performance improvements through the power of AI.
Many advertisers were earlier frustrated by the limitations of query matching, which often led to wasted ad spend and inefficient targeting. This announcement, however, marks a significant shift and has been met with widespread positivity.
How Advertisers Get More Brand Control Through Query Matching
It’s no secret that the past few updates to queries, match types, and negative keywords haven’t always been advertiser-friendly. This transparency from Google is a welcome change.
Ginny Marvin, Google’s Ads Product Liaison, has hinted at a strategic shift. Take a look at what she said in her tweet.
Here’s what they mean for PPC advertisers and agencies, and how they offer valuable clues about Google’s future vision for paid keywords and targeting.
Brand exclusions and inclusions
The introduction of brand exclusions and inclusions marks a significant shift in how Google Ads handles brand targeting. Previously, advertisers primarily relied on negative keywords to prevent ads from showing for irrelevant brand mentions. Often they were managing vast lists and it wasn’t always foolproof.
Now, advertisers can create a curated brand database within Google Ads. Select competitors or irrelevant brands, and your ads won’t appear for searches containing those terms. Save time and make sure your budget isn’t wasted on non-converting clicks.
The exciting counterpart to exclusions is the brand inclusion feature, specifically designed for Search campaigns. This lets you embrace the power of broad match keywords while maintaining control. You can disable all other match types in your campaign to make it “broad match only.”
Wider coverage for negative keywords
Google Ads is finally addressing the limitations of negative keywords. Earlier, negative keyword match types could be applied to exact variations of the terms only specified by advertisers. This meant they had to craft long lists to account for misspellings, synonyms, and close variants. It’s no surprise that some irrelevant searches slipped through the cracks, wasting budget and frustrating campaign managers.
Regardless of the past, this update signifies a positive shift towards advertiser needs.
By automatically covering misspellings and close variants, Google is empowering campaign managers to be more precise with their targeting. This reduces wasted ad spend and ensures ads are shown only to users with a genuine interest in the advertised product or service. The improved efficiency can lead to better campaign performance, higher ROI, and ultimately, happier advertisers.
Improved search term aggregation and reporting
Now, advertisers can streamline search term data, move towards broader match types and search themes. Similar to brand inclusions and exclusions, advertisers can now manage search terms and get a more holistic view of user intent, rather than getting bogged down in individual keywords and their exact variations.
However, this approach comes with a trade-off.
Google is now aggregating more search terms together, and some may be hidden from reports due to privacy concerns. This has understandably caused some frustration among advertisers who value granular keyword data.
Match types
The update to brand exclusions and improved negative keyword coverage hints at a future where traditional match types (broad, phrase, exact) might fade away within the next two years.
Imagine this: You set up a Search campaign, define search themes that capture your target audience’s intent, and then use brand inclusions and exclusions for granular control. For example, you could exclude competitor brands entirely from your campaign and eliminate the need for extensive negative keyword lists.
However, the potential removal of traditional match types raises concerns. While brand exclusions are a welcome improvement, some advertisers might miss the granular control offered by negative keywords.
One thing’s for sure: the future of Google Ads is evolving towards a more automated and user-centric approach.
How To Adapt With The Evolving Landscape of Google Ads
While Google Ads has always been a powerful tool, the platform is undergoing significant changes. It is moving from an analytics-driven approach towards a more holistic understanding of audience behaviour and user intent.
What does this mean for you as an advertiser? Expand your focus beyond clicks and conversions. By prioritising audience insights, search trends, and compelling creative assets, you can build campaigns that resonate with users and drive meaningful results.
The good news? Newcomers to Google Ads may have an advantage. They’re not burdened by past practices and can easily embrace the platform’s evolution. However, it’s crucial to adapt your strategies to thrive in this changing landscape.
By focusing on audiences, search behaviour, and creative assets, you can craft successful PPC campaigns that boost your ROI and sales.
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