Google Ads and keyword suggestions
Google is showing new recommendations for changes in Google Ads! in this article we say about this.
For example says Google, the broad match keyword “women’s hats” could match to “winter headwear for women” or “women’s accessories.”
Leaving keyword to query matching up to the algorithms has been Google’s strategy for some time now as we’ve seen close variants continue to expand.
“By pairing keyword with Smart Bidding, you can use auction-time signals to set the right bid for each of these queries. This means that you no longer need to anticipate and manage every potential search.”
Google notes two advertisers who’ve found success with the strategy. “With Smart Bidding’s predictive signals as the safety net, we saw an increase in unique search terms generated by broad match, leading to a 20% increase in conversions,” said Kasper Spanjer, PPC strategist at iProspect, noting they had their doubts about using broad match based on past experience.
Experience is Important
Travel company Japan Experience said it was “really surprised” by the results of using broad match with Smart Bidding and saw one-third of its revenue growth come from broad match keywords.
Like it or not, this is where Google Ads paid search is heading. This is a radical shift anyone who’s been managing paid search campaigns for any length of time, but in this way it’s becoming much more like paid social where we are more accustomed to loosening the reigns and segmenting less to let the algorithms run and learn.
But coupling broad match with Smart Bidding adds in a layer of bidding bumpers and additional signals. After I posted this article, Kirk Williams of Zato Marketing responded that they’ve been discussing this strategy internally for upper funnel and noted the distinction of using broad match with Smart Bidding vs. with manual bidding.
Yes, there is some terrible intent matching by Google’s algorithms, and the query black box makes these even harder to prevent. But if that user searching for women’s accessories truly is in-market for a new winter hat, then I’ll take it. Now, if Google gets it wrong and I end up paying for users looking for gloves, jewelry or winter hats when I only sell fedoras, then we have a problem.
In This Articles We say About Google Ads. please note that about this.