Understanding the Implications of Google’s Query Matching Update on Future PPC Campaigns
Google’s recent updates to queries, match types, and negative keywords have been met with enthusiasm from the PPC community. These changes provide valuable insights into Google’s future direction for paid keywords and targeting. In this article, we will delve into each of the updates and their implications for advertisers and agencies.
One of the key updates is the introduction of brand exclusions and inclusions. Brand exclusions allow advertisers to select brands they don’t want to show up for in search results. On the other hand, brand inclusions enable advertisers to make their ads exclusive to broad match queries related to their brand. This shift indicates that Google is moving away from fixed match types and giving advertisers more control over their targeting.
Another improvement is the wider coverage for negative keywords. Google now takes into account misspellings and close variants when matching negative keywords. This enhancement improves the effectiveness of negative keywords and allows advertisers to better refine their targeting.
Google has also made improvements in search term aggregation and reporting. The search terms are now grouped into themes, including brands, to provide more visible data. While some people are upset about the blocking of keywords due to privacy concerns, this move aligns with Google’s focus on search themes rather than individual keywords. The introduction of the Insights tab in Performance Max further emphasizes this shift towards themes and categories.
Looking ahead, it is predicted that match types will become obsolete within the next 24 months. Google Ads is moving towards a system where advertisers set up a Search campaign, add search themes, and specify which brands to include or exclude. While this approach covers misspellings and close variants, there is still a need for negative keywords to ensure precise targeting.
Search themes are poised to become the future of keywords. Google’s evolution as a platform is evident in its redesign of the Google Ads UI and the prominence of search themes. These themes, which indicate the type of traffic advertisers want to show up for, are becoming more important in reaching the right audiences. They can be broader than the specific products being sold and encompass search terms that indicate a likelihood of purchasing.
However, there are concerns about the broadness of search themes and the reduced control and transparency for advertisers. While Google’s changes cater to a wide range of advertisers, certain industries such as pharmaceutical and legal require more specificity and regulation. The system can be too liberal in these domains, leading to irrelevant traffic and increased costs for smaller businesses.
To prepare for these changes, PPC marketers should shift their mindset from clicks and conversions to audiences, search behavior, and creative assets. Google is transitioning from an action-driven platform to an informational exchange platform. Advertisers should embrace this shift and focus on understanding their audiences and utilizing search themes effectively.
In conclusion, Google’s query matching update has significant implications for future PPC campaigns. The introduction of brand exclusions and inclusions, wider coverage for negative keywords, and improved search term aggregation indicate a move towards search themes and categories. While there are concerns about reduced control and transparency, advertisers can prepare by shifting their focus to audiences and creative assets. The future of keywords lies in search themes, and marketers need to adapt their strategies accordingly.
