Google Ads Update Tracker

Matching the Most Relevant Keyword to Every Search

Introduced
Sep 23, 2021

Impact Rating
High

09/23/21 - Granular

Granular analysis and first look

This article discusses the evolving nature of consumer search behavior and Google’s strategy to align keywords more precisely with search queries. By leveraging broad match keywords paired with Smart Bidding, advertisers can capture new, relevant searches and improve conversion rates. The piece highlights recent enhancements to broad match relevance, predictability in keyword matching, and provides actionable insights for PPC advertisers to optimize their campaigns for better performance and control.

In-depth Summary

Broad Match and Smart Bidding:

  • Pairing broad match with Smart Bidding can help advertisers reach new searches and meet performance goals.
  • Advertisers switching from exact match to broad match may see more conversions and higher conversion values.

Improvements in Broad Match:

  • Enhanced relevance and predictability in keyword matching.
  • Better understanding of search intent through advanced language processing.

Keyword Matching Rules:

  • Exact match keywords identical to a search query are always preferred.
  • Phrase and broad match keywords now follow the same preference rule.
  • When no identical keywords exist, relevance signals and Ad Rank determine the selected keyword.

Scenarios of Keyword Selection:

  • Identical Search and Keyword: Exact match is preferred.
  • Non-identical Search and Keyword: Relevance and Ad Rank guide the selection.
  • Multiple Eligible Keywords: Preference is given to the most relevant keyword based on ad group relevance and Ad Rank.
Keywords that are eligible How keywords are selected
More than one broad match keyword Only relevant broad match keywords from the most relevant ad groups will be considered. Ad Rank is then used to decide which keyword will be selected among this narrow set of broad match keywords with similar relevance.
One broad match keyword and one exact match / phrase match keyword If you have exact match or phrase match keywords that are deemed more relevant than these broad match keywords, the exact or phrase match keyword will be selected.
If you have exact match or phrase match keywords that are deemed similar or less relevant than these broad match keywords, there is still a chance the exact or phrase match keyword will be selected if it has a higher Ad Rank. 
More than one exact match / phrase match keyword If you have multiple exact and/or phrase match keywords eligible and no broad match keywords eligible, the keyword with the higher Ad Rank will be selected.

Practical Example:

  • Exact Match: Preferred for identical queries.
  • Phrase Match: Preferred over broad match for relevant but non-identical queries.
  • Broad Match: Useful for capturing diverse, high-performing traffic with fewer keywords.

Ad Group Recommendations:

  • Group keywords into thematically consistent ad groups for better control.
  • Tailor creative and landing pages to specific ad groups (e.g., “sushi delivery,” “pizza delivery”).

Case Studies:

  • SelectBlinds: Saw a 33% revenue increase by using broad match with a Target ROAS bid strategy.
  • Mey & Edlich: Achieved a 204% revenue increase with a 24% higher ROAS by using broad match and automation.

Getting Started:

  • Utilize the Recommendations page to test broad match strategies with drafts and experiments.
  • Broad match with Smart Bidding eliminates the need for multiple match types for the same keywords, streamlining account management.

Helpful links for this Google update

Official Google Announcement

Learn more about past Google updates