Matching the Most Relevant Keyword to Every Search
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
Learn more about past Google updates
- Nov 2021 - Plan Across Your Entire Account with Performance Planner
- Nov 2021 - Customer Match is now widely available and easier to use
- Sep 2021 - Matching the Most Relevant Keyword to Every Search
- Nov 2021 - Drive conversions across Google’s ad channels with Performance Max campaigns
- Oct 2021 - Link Your Zapier Account in the Google Ads UI
- Sep 2021 - Unlock Performance Insights with Enhanced Conversions
- Jul 2022 - Upgrade your Smart Shopping campaigns to Performance Max
- May 2022 - Recap of Product Announcements from Google Marketing Live 2022
- Mar 2022 - Reminder: Support for Expanded Text Ads Ends on June 30, 2022
- Feb 2022 - The New Privacy Sandbox Proposal: Topics for Interest-Based Advertising
- Feb 2022 - Google Partners: Evolving our partnership to serve you better
- Sep 2022 - Making it Easier to Manage Automatically Applied Recommendations
- Oct 2022 - Deliver More Helpful Search Ads by Adding Your Business Information
- Nov 2022 - Building More Durable and Effective Audience Strategies in Google’s Ads Platforms
- May 2023 - Google Marketing Live 2023: Increase sales with innovations designed specifically for retailers
- Sep 2023 - Multiply your creativity with AI-powered tools for Search ads
- May 2023 - Google Marketing Live 2023: Multiply your results with Search and Performance Max campaigns
- May 2023 - Google I/O: Making AI helpful for everyone
- Apr 2023 - First click, linear, time decay and position-based attribution models are going away
- Mar 2023 - New features to help you grow demand with Discovery ads
- Sep 2023 - More information on Google Ads move to real-time bidding for apps
- Dec 2023 - Information on Google Ads buying behavior on apps