My POV: Google is enhancing AI-powered broad match capabilities to improve advertisers’ reach and performance on Google Search. Recent updates include new brand controls and improved query matching.
- Brand Inclusions in Broad Match: Allows advertisers to limit broad match traffic to selected brands.
- Brand Exclusions: Available across all match types and Dynamic Search Ads (DSA), allowing advertisers to exclude certain brands.
- Misspelled Query Reporting: Misspelled search queries are now reported with correctly spelled terms, increasing visibility.
- Negative Keyword Handling: Easier blocking of misspelled search queries with a single negative keyword.
Key Takeaways
Positive:
- Improved Performance: AI improvements have boosted broad match performance by 10% for Smart Bidding users.
- Brand Control: Enhanced brand inclusions and exclusions provide greater control over where ads appear.
- Increased Visibility: More comprehensive search terms reporting, including misspelled queries.
- Simplified Negative Keywords: Streamlined exclusion of misspelled terms with one negative keyword.
Potential Negative:
- Broad Match Requirement: Brand inclusions are only available for broad match campaigns, which might not suit all advertisers.
- Complexity: Managing brand inclusions and exclusions across various match types and DSA can add complexity.
- Over-Exclusion Risk: Using brand exclusions might lead to missing valuable conversion opportunities if not monitored carefully.
Link to the change: https://support.google.com/google-ads/answer/15070437