Optimize Google Ads with New Query Matching

For a marketer, whether you are on the brand side or the service side, Google Ads has come across your desk. To get the most out of your Google Ads campaigns, you must know the latest Google Ads changes. Google Ads regularly updates its query-matching controls. These changes significantly impact your campaigns, so it's important to understand them. Understanding these changes can help you reach the right people, use your budget efficiently, and improve your ad performance.?

In this post, you’ll learn the recent changes in Google Ads query matching so you can effectively optimize your Google Ads campaigns. You will learn how to adjust your keywords and make sure your ads are seen by the right people. You'll be ready to refine your Google Ads strategy by the end.

Impact of Google Ads Query Matching Updates

Google Ads query matching has been recently updated to improve how ads connect with users’ search queries. These updates allow your ads to appear in response to a broader range of searches, which can potentially increase your reach and visibility.

• For example, Citro?n, a well-known French automobile brand, adopted a broad match with brand inclusions. This strategy led to a 50% increase in conversions and a 35% reduction in cost per lead. Citro?n’s success highlights the effectiveness of well-implemented broader query matching.?
• Similarly, the article by HawkSEM details how Joe Karasin from Karasin PPC responded to the updates by incorporating negative keywords. This adjustment helped reduce the cost-per-click from $0.79 to $0.34 and boosted conversion rates from 6.11% to 9.79%. These results underscore the importance of using negative keywords to maintain ad relevance and performance, even with expanded query matching.

While this broader reach is beneficial, it also requires careful management to keep your ads relevant. Understanding the new query matching rules lets you fine-tune your campaigns, ensuring your ads appear for the most relevant searches. By taking advantage of these changes, you can get better results and a higher return on investment.

Adjusting to Keyword Match Type Changes

On February 18, 2021, Google replaced broad match modifiers with an expanded phrase match. This change aimed to increase ad impressions, clicks, and conversions for accounts using phrase-match keywords. While this update can drive more traffic, it can lead to overspending. You’ll need to manage your budget carefully.?

Experts have mixed opinions on this update. In Wordstream’s article, Brett McHale of Empiric Marketing views it as part of Google's broader shift towards automation, which simplifies keyword targeting for beginners but may reduce control for experienced users. This change underscores the need for marketers to adapt their strategies.

To navigate this update successfully, refine your phrase match keywords and regularly update your keyword lists. Monitor and adjust your budget to handle the increased traffic effectively, experimenting with different strategies to balance cost and performance.

Exploring Exact Match Variations

Google Ads’ exact match includes variations that align with users' search intent, even if the phrasing is different. This means your ads can appear for searches that convey the same meaning as your keywords but with different wording.

For instance, if your keyword phrase is "luxury car rental," your ad might also appear for searches like "rent high-end vehicles" or "premium car hire." To take advantage of Google Ads query matching’s flexibility, focus on search intent rather than the exact words. Regularly review your search term reports to ensure your keywords match the intent behind the searches. Adjust your keywords based on this data to improve your targeting.

Adapting to Query-Matching Changes

Adapting to Google Ads’ query matching updates is essential for optimizing your Google Ads campaigns. The shift from broad match modifiers to expanded phrase match, along with updates to exact match variations, offers new opportunities to enhance ad performance.

To adapt effectively, regularly update your phrase match and exact match keywords based on performance data. Manage your budget carefully to handle increased traffic and avoid overspending. Implement negative keywords to filter out irrelevant traffic and maintain ad relevance. By staying proactive and informed about these changes, you can improve your Google Ads strategy, achieve better results, and maximize your return on investment.