Google Ads has updated its keyword matching process to prioritize phrase and broad match keywords that are identical to search queries. This marks a significant shift in how Google matches search queries to ads, leveraging BERT technology to better understand intent. With this update, advertisers can expect more precise matches while gaining confidence in using broad match keywords. Here’s a detailed look at what this update entails and how it impacts your campaigns.
BERT for Keyword Matching
BERT, Google’s neural network-based natural language processing technology, plays a key role in this update. BERT improves Google’s ability to interpret the context of search queries, even when the exact words in a query don’t match the keywords.
For example, a query like "Tremec T-5 5 speed transmission seal input shaft" could now match with a broad match keyword like "auto parts" because BERT understands the relevance between the two, even if no direct word matches exist.
How Google Matches Keywords
If Searches Exactly Match Your Keywords
Exact match keywords identical to a search query will take precedence, as long as they are eligible.
- Example 1: If the query is "buy a cat bowl" and you have keywords like "purchase a cat bowl" and "cat bowl", Google will prioritize "buy a cat bowl" because it matches the query exactly.
- Example 2: For the query "sushi delivery near me", if you have keywords like "sushi delivery" and "sushi delivery near me", Google will select "sushi delivery near me" as it matches the query exactly.
If No Keywords Are Identical to the Query
When no identical keywords are available, Google will use additional relevance signals, including keyword meaning, landing page relevance, and Ad Rank, to determine the best match.
Matching Scenarios
| Eligible Keywords | How Keywords Are Selected |
|---|---|
| More than one broad match keyword | Relevant broad match keywords from the most relevant ad groups are considered. Among these, Ad Rank determines the selected keyword. |
| One broad match and one exact/phrase match keyword | Exact or phrase match keywords are selected if they are more relevant than broad match keywords. |
| More than one exact/phrase match keyword | The keyword with the higher Ad Rank is selected. |
Implications for Advertisers
The update aims to make broad match keywords more reliable for advertisers. Google emphasizes that broad match keywords can cover the same queries as other match types when using Smart Bidding, reducing the need for redundant match type variations.
What Should Advertisers Do?
- Test broad match keywords to explore new opportunities without sacrificing control.
- Prioritize exact match keywords where precision is critical, as they still have tighter control over query matches.
- Use relevance signals and Ad Rank to optimize campaigns for better performance.
- Evaluate campaign results through small tests before making broader adjustments.
Conclusion
This update simplifies keyword management, encouraging advertisers to use broad match keywords with greater confidence. With BERT’s enhanced understanding of query intent and relevance, Google ensures your ads connect with more meaningful audiences.
By understanding how Google matches keywords, you can optimize your campaigns more effectively, saving time and driving better results.
