6 Essential Insights About Google Ads Keywords in 2025

In recent years, Google Ads has certainly not been shy about introducing sweeping changes to its keyword and matching behaviors. From the rise of close variants to the phasing out of modified broad match, and updates to query matching logic, the landscape of Google Ads keywords remains in constant motion. As we look to the future, these trends are set to evolve even further. Today, I’ll guide you through these developments and provide expert insights to help you stay ahead of the curve in managing Google Ads keywords.

?

6 Things to Know About Google Ads Keywords in 2025

Understanding Google Ads keywords is critical to staying ahead in the ever-evolving digital advertising space. Here are six pivotal insights you need to grasp about Google Ads keywords in 2025 and beyond.

1. Exact Match is the New Broad Match

What’s changed: The role and behavior of keyword match types in Google Ads have undergone significant transformations.

Previously, exact match was straightforward—your ads would only appear for searches that matched the exact keyword or its close variants. This precise targeting gave advertisers control and predictability, hence the term "exact match."

However, since 2021, the definition has evolved dramatically. Now, exact match means your ads can appear for queries that share the same meaning or intent as the keyword, even if the wording differs significantly.

While this shift occurred a few years ago, the effects are becoming glaringly apparent in recent campaigns. Many advertisers have been surprised, if not shocked, by how this broader interpretation impacts keyword performance and targeting accuracy.

Watch Out for Unexpected Matches

Even when using exact match keywords, you might find your ads appearing for searches that were never part of your plan. For instance, one of my clients relied on exact match keywords for her brand campaign, only to discover—quite unexpectedly—that competitor names had started appearing in her search terms report.

To avoid this, make it a habit to regularly audit your search terms report. Identify any irrelevant matches and add them as negative keywords to maintain precision. If these “close variant” matches are especially troublesome, consider implementing Google Ads scripts designed to automatically negate unwanted matches and keep your campaigns sharply aligned with your intent.

?

2. Negative Keywords: They Don’t Work the Way You Think

What Changed: In June 2024, Google announced a significant update: negative keywords will now automatically block misspellings. However, the Google Ads Help Center article on negative keywords has not yet been updated to reflect this change, so the full details are still pending.

What You Need to Know: Previously, if you wanted to block certain queries or prevent ads from showing for competitor names, you’d need to account for every possible misspelling. For example, if you're selling Google Ads services and want to ensure you don’t show ads for Google Analytics services, you would need to block not just "analytics," but also "analytic," "anlytics," "analitics," and so on. It was like playing a game of whack-a-mole with your search terms report.

But with the new update, Google promises that adding a negative keyword like "analytics" will automatically block any misspelled variations as well, thanks to improved semantic understanding. This means fewer variations to monitor, saving time and ensuring greater control over your campaigns.

Watch Out! The Impact of Negative Keyword Changes is Still Unclear

While the new feature that automatically blocks misspellings with negative keywords sounds promising, it's still too early to determine if it's working as intended for all advertisers. Powered by AI, there are concerns about how this update will handle certain cases.

If you haven’t reviewed your negative keyword lists in a while, it’s definitely time to do so. Regular checks will ensure that your campaigns remain efficient and that no relevant search terms are mistakenly blocked.

3. The Ability to Exclude Your Brand from Performance Max: A Game-Changer

What changed: Google has rolled out an important feature that allows you to exclude your brand from appearing in Performance Max campaigns. This is a significant improvement, as previously, you had limited control over your brand’s presence in these automated campaigns. Now, if you don’t want your ads showing for branded searches (whether for your own, a competitor’s, or a partner’s brand), you can easily exclude them.

What you need to know:

Within the campaign settings for your search or Performance Max campaigns, you can now create a “brand list” that includes all the brands you want to exclude. This list will guide Google's algorithm to avoid displaying your ads on any searches related to the brands you've listed. This gives you greater control over where your ads show, ensuring you're not paying for clicks that aren't relevant to your business.

Watch out!? Brand Exclusions Aren’t Perfect

While brand exclusions are a valuable tool, they aren't flawless. It’s still important to review your search terms report (for search campaigns) and search themes report (for Performance Max) on a regular basis to ensure that no brand variations are getting through.

This feature is still evolving, and we anticipate further refinements in the future. Keep an eye on your reports to avoid any missed variations.

4. You Can Now Use Broad Match Keywords for Brand Campaigns

What changed: The concept of brand restrictions has now evolved into brand inclusions, which is essentially the opposite of brand exclusions.

What you need to know:

?If your goal is to specifically target searches related to a particular brand, you can now use brand inclusions in your search campaigns by incorporating broad match keywords with a brand list. This opens up new strategic opportunities, allowing you to maintain a focused brand search campaign. Similarly, if you want to focus on competitor-specific campaigns, this strategy works for them as well.

As keyword match types have become more flexible, this presents an interesting new way to refine your brand campaigns. Experiment with this strategy to see how it can benefit your approach.

Heads Up!

?Simply using a search campaign with broad match keywords won’t cut it. Brand inclusions only work when the broad match setting is switched on for your campaign.

If you take Google's advice to “add brand inclusions and activate broad match,” this will adjust your campaign settings automatically, flipping that switch for you.

What’s the takeaway? This brings us straight to the next crucial point: Google Ads is pushing harder than ever for broad match.

5. Google's Push for Broad Match: Everything Needs to be Broad Match What’s changed: When you create a new search campaign, there's a section called “broad match keywords” in the settings. The section itself isn't new, but the default setting has undergone a change. Now, if you've selected a Smart Bidding strategy, the option is automatically switched on: “use broad match keywords for your entire campaign.” Previously, this was set to “off: Use keyword match types.”

What you need to know:

When you enable the campaign-level broad match keywords setting, it brings about two significant shifts in how your Search campaign operates.

First, with this setting active, all your keywords will automatically be treated as broad match, no matter if you originally selected phrase match or exact match. Even if you enter specific match types while setting up your keywords, Google Ads will ignore them and reset the settings to broad match when you click “Save.”

Second, once the broad match setting is turned on, keywords within the campaign will be treated with the same priority as exact match keywords, giving them a higher priority in the auction.

Watch Out! The Broad Match Setting Requires Close Attention

The broad match setting is now something you'll need to monitor in every campaign you manage, much like keeping an eye on search partners and the display network settings.

It’s not that the broad match setting is inherently problematic, but if you're unaware it's active, it could lead to confusion or unexpected results. Make sure to double-check it before proceeding with your campaigns.

?

6. Search Themes Can Guide Your Performance Max Campaigns Instead of Keywords

What changed: In the previous year, Google introduced the search themes beta for Performance Max, allowing advertisers to input up to 25 "words and phrases your customers use to find your offerings," which helps guide the campaign to reach the appropriate audience.

What you need to know:

Performance Max campaigns now include a search themes report, which reveals the types of searches your ads are appearing for. Now, you have the option to use search themes as an input for your campaigns, rather than just viewing them as an output.

However, similar to optional audience signals that aim to guide the automated system, Google will still display your ads wherever and whenever it determines will best achieve your objectives. While search themes provide more control, they remain optional and do not guarantee that your ads will appear on the exact searches related to the themes.

Watch out! Search Themes Affect Campaign Prioritization

Adding search themes to your Performance Max campaign alters the prioritization of your ads. When multiple campaigns could display an ad for the same search query, exact match keywords in search campaigns will still take priority as #1. However, phrase match keywords, broad match keywords, and PMax search themes all share the #2 spot in terms of priority.

To put it simply, by integrating search themes, you give your PMax campaign an equal chance to show ads as your traditional search campaigns. Without search themes, though, search campaignswill always have the upper hand and serve before PMax.

?

What to Expect for Google Ads Keywords in 2025

The landscape of Google Ads keywords is set for significant changes in the coming years, particularly with the rise of AI and its integration into the search advertising experience. As AI continues to evolve, your traditional approach to keyword research will need to adapt to these advancements.

Experts predict that in 2025 and beyond, the focus will shift toward a more holistic approach to keywords. Instead of relying solely on a broad array of individual terms, advertisers will likely concentrate on a few core keywords. These will be strategically framed with precise audience targeting, ensuring that ads are shown to the right people at the right time, driving better results with more relevant and personalized experiences. This evolution will necessitate a rethinking of how keywords are approached, moving away from traditional keyword matching to a more nuanced, audience-driven strategy.

?

?