Google Ads has shifted from traditional keyword targeting to a theme-based approach, powered by machine learning. This allows Google to optimize ads based on broader topics and user intent rather than exact keyword matches.
Here’s how machine learning and theme-based targeting work in Google Ads:
- Broad Match Keywords with Smart Bidding: Google’s machine learning uses broad match keywords to understand the broader theme or intent behind searches. This approach allows ads to appear for queries related to the theme, even if the exact keywords don’t match.
- Dynamic Search Ads (DSA): DSAs allow Google to automatically generate ad headlines based on the content of your website. Google scans your site, identifies the main themes, and targets searches related to those themes.
- Performance Max Campaigns: This new campaign type allows Google’s machine learning to optimize ads across all channels (Search, Display, YouTube, etc.) based on overarching themes. Instead of targeting individual keywords, Performance Max uses your assets to find the best placements.
- Keyword Themes in Local and Smart Campaigns: For smaller businesses, Google Ads now allows the selection of keyword themes rather than specific keywords. This simplifies the process by targeting broader topics rather than managing lists of keywords.
By leveraging Google’s machine learning capabilities and theme-based targeting, you can optimize your ads for a wider range of relevant searches and improve performance without needing to focus on individual keywords. This results in more efficient, intent-driven advertising.
