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Over recent years, Google Ads has introduced numerous updates that have reshaped the way keywords and search queries are handled on the platform. From the controversial introduction (and subsequent removal) of modified broad match keywords, to the evolution of how phrase match and exact match queries are processed, there’s been a whirlwind of changes.
These updates can dramatically affect how Search campaigns perform, so staying on top of them is crucial for advertisers looking to maintain optimal results.
Most recently, Google has unveiled another round of adjustments, particularly around brand inclusion/exclusion lists and how misspelled queries are matched in Google Ads campaigns.
If you’re running Search campaigns, these updates are important to understand as they could influence how your ads are triggered, and ultimately, how your budget is spent. Let’s dive into these updates and what they mean for your strategy.
1. Google Ads Query Matching Updates for Misspellings
Another major area of change is how Google handles misspelled search terms. While typos and misspellings are a natural part of human behaviour, they’ve historically posed a challenge for advertisers trying to ensure their ads show up for the right terms. In the past, advertisers often had to manually add variations of misspelled keywords as negative keywords to prevent their ads from showing for incorrect or irrelevant searches.
This was time-consuming and not always foolproof.
Now, Google is making two significant improvements in how misspelled queries are handled. These changes should make it easier for advertisers to manage their campaigns and ensure that misspelled variations don’t waste their budget or lead to low-quality clicks.
Improved Visibility for Misspellings
One of the main updates is improved reporting for misspelled queries. Previously, misspellings of keywords were grouped under an “Other” category in the search terms report, often making it difficult for advertisers to identify and analyse these variations. Going forward, misspelled search terms will be grouped under the correct spelling of the keyword. This means you’ll be able to see the actual performance of misspelled terms without having to sift through a generic “Other” category.
While this update doesn’t offer complete transparency (you won’t see separate line items for each misspelling), it does allow advertisers to gain better insights into how these misspelled variations are performing. According to Google, this change could lead to an approximate 9% increase in the volume of queries attributed to properly spelled keywords. This means that your ads could show up more frequently for correctly spelled queries, while misspelled terms are now better accounted for.
Improved Misspelling Matches for Negative Keywords
Another important update is that misspellings will now be matched to your negative keywords as well. Previously, negative keywords only applied to exact matches, meaning that misspelled versions of your negative terms would still trigger ads.
Now, Google will automatically apply the same misspelling expansion to negative keywords as it does with regular keyword targeting. For example, if you’ve added “youtube” as a negative keyword, misspellings like “utube” will also be blocked from triggering your ads.
This change is a huge win for advertisers who’ve struggled to keep up with misspellings in their negative keyword lists. It’ll save you time and effort, especially for keywords with multiple potential misspelled variations. With this update, you can focus on more important optimisations and spend less time manually adding negative keywords for each typo.
2. Changes to Brand Inclusion and Exclusion Lists
Brand keywords are incredibly valuable, especially for businesses running promotions or targeting users already familiar with their brand. However, managing these keywords can sometimes be tricky, particularly when using broad match, which has the tendency to trigger ads for irrelevant search queries.
Google Ads has already made several attempts to improve control over brand keywords, but advertisers have been vocal about the need for even more precision. As a result, Google is rolling out two key updates to brand inclusion and exclusion lists.
Brand Inclusion Lists for Broad Match
The first significant change impacts the use of brand inclusion lists with broad match campaigns. Broad match keywords have the potential to reach a wider audience, but they can also show your ads for irrelevant or untargeted queries. This is where brand inclusion lists come into play. By adding a brand inclusion list to a campaign, you can ensure that your broad match keywords are better aligned with brand-related searches.
With this update, Google will now suggest brand inclusion lists directly in the Recommendations tab. This recommendation will allow you to apply an appropriate brand inclusion list to your campaign, helping you retain better control over your branded search terms. However, there’s an important caveat to be aware of.
Important note: By applying a brand inclusion list recommendation, you will automatically enable the broad match setting for your campaign. This means that all of your existing keywords will switch to broad match, and Google will use its machine learning to decide which queries to match your ads with. While this may sound appealing in theory, it’s worth considering that broad match, especially when paired with smart bidding, may not always suit every advertiser’s needs. If you’re not comfortable with broad match or don’t want to risk broadening your targeting too far, this update may not be the best fit for you.
Brand Exclusion Lists for All Match Types and Dynamic Search Ads
On the flip side, the second key update allows for better control over which brand terms are excluded from your campaigns. Brand exclusion lists have been available for Performance Max campaigns for some time now, but Google is now expanding this feature to all match types and Dynamic Search Ads (DSA) campaigns.
What does this mean for advertisers? Essentially, it gives you more control over where your ads don’t appear. If you’re running campaigns that you’d prefer not to show for branded queries, you can use the exclusion list to block those terms from triggering your ads. For businesses that find it hard to differentiate between their own brand and others, this update should make it easier to avoid any unwanted brand overlap.
This update is particularly useful for campaigns targeting non-branded keywords, or for businesses wanting to avoid bidding on competitors’ branded terms. If you haven’t yet tested brand exclusion lists, it’s worth giving them a go, especially if you’re experiencing any issues with competing brand traffic or misdirected clicks.
3. Key Takeaways from the Latest Google Ads Query Matching Announcements
As Google continues to refine its machine learning models, advertisers can expect more changes and adjustments to how the platform matches queries and serves ads. While these updates are designed to improve ad targeting and relevance, it’s important to stay proactive in managing your campaigns and adjusting to these changes.
Here are some key takeaways:
Brand Inclusion and Exclusion Lists: If you’re running broad match campaigns, be mindful of the new brand inclusion list recommendations that automatically enable broad match for your campaigns. Similarly, take advantage of brand exclusion lists for all match types to block competitors’ terms or unrelated brand searches.
Misspelling Handling: The ability to view and track misspelled queries is a positive step forward for improving campaign transparency. The new system also makes it easier to block misspelled variations of your negative keywords, reducing the need for manual additions.
Ongoing Adaptation: Google Ads is a platform in constant evolution. Regularly reviewing and adjusting your PPC strategy to account for these updates will help keep your campaigns running efficiently and profitably.
In conclusion, these Google Ads query matching updates represent a step towards greater control and transparency for advertisers. While some changes, like the automatic broad match switch or misspelled query handling, may take some time to fully get used to, they offer significant potential for improved targeting and better campaign performance in the long run.
If you’re looking to optimise your Google Ads campaigns further, now is the time to review your current strategies and explore how you can take advantage of the latest updates. Whether it’s refining your brand keyword targeting or reducing wasted spend on misspelled queries, understanding and leveraging these new features can help you stay ahead of the competition and maximise the effectiveness of your search ads.
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