Maximize performance on Search with updates to query matching

Jun 26, 2024

Impact Rating

06/26/24 - Granular

Granular analysis and first look

Google’s June 26th, 2024  update enhances AI-powered broad match, offering more precise query matching and brand control features. These improvements aim to optimize ad performance and provide advertisers with better management tools.

In-depth Summary

  1. AI-Powered Enhancements:
    • Broad match performance improved by 10% through AI improvements in quality, relevance, and language understanding.
  2. Brand Traffic Management:
    • Brand Inclusions:
      • New recommendations help include specific brands in broad match campaigns.
      • Allows customization and implementation of brand lists.
    • Brand Exclusions:
      • Available across all match types and Dynamic Search Ads (DSA).
      • Blocks unwanted brand traffic, including misspellings and variants.
    • Manage a Brand list, via Google: 
Screenshot of a "Add brand inclusions and turn on broad match" recommendation in Google Ads
  1. Search Terms Report Visibility:
    • Misspelled queries now reported with their correctly spelled counterparts.
    • 9% increase in visibility of previously unreported search terms.
  2. Blocking Misspelled Searches:
    • Negative keywords now account for all misspellings.
    • Simplifies exclusion of unwanted traffic with one negative keyword.

Learn more about past Google updates