Google Ads has made a significant change to its default settings for new Search campaigns. Previously, the default option was to have broad match turned off, but now, broad match is enabled by default. This change could have a significant impact on campaign performance and budget spend if advertisers are not careful.
Broad match is a keyword matching option that allows ads to be shown for searches that include similar phrases, synonyms, related searches, and misspellings. While this can help reach a wider audience, it can also lead to increased costs if proper negative keywords are not in place. Negative keywords are specific terms or phrases that advertisers can use to exclude their ads from being shown for certain search queries.
This change aligns with Google’s push towards more automated, AI-driven campaign management. By making broad match the default setting, Google is potentially simplifying campaign setup for novice advertisers. However, experienced advertisers may need to be more cautious when setting up new campaigns to avoid unintended broad targeting.
Broad match is often considered the most inefficient of the match types because it can result in ads being shown for irrelevant or unrelated searches. This means that advertisers will now need to take an extra step to ensure their campaigns are properly targeted. It’s important for advertisers to double-check their match type settings when creating new Search campaigns to ensure they align with their intended strategy.
This change will especially impact advertisers who prefer to start with more precise targeting using phrase or exact match. These match types allow advertisers to have more control over the specific keywords and phrases for which their ads will be shown. With broad match as the default option, advertisers who want to start with more precise targeting will need to manually adjust their settings.
It remains to be seen how this change will affect campaign performance. Advertisers will need to closely monitor their campaigns and make adjustments as necessary. It’s crucial to regularly review search terms and add relevant negative keywords to ensure ads are being shown to the right audience.
Overall, this change by Google Ads highlights the importance of staying vigilant and proactive in campaign management. Advertisers must be aware of the default settings and make necessary adjustments to align with their advertising goals. By taking the time to review match type settings and implement negative keywords, advertisers can ensure their campaigns are optimized for success.
