Here's how the new Google Ads keyword selection preferences work


After announcing last week its intention to extend close variants to phrase match and wide match modifier Google has announced a change in its keyword selection preferences to to prevent keywords from competing with each other This does not mean that there are still no times when keywords are competing against Ad Rank. To clarify how Google Ads keyword selection preferences are designed to work with keywords of the same meaning, we've mapped out several scenarios.

Existing preferences take precedence over the new match with the same meaning. In the initial announcement Google indicated changes to keyword selection preferences: "If a query currently matches an exact keyword, phrase, or broad-match keyword that exists in your account, prevents this request from matching another phrase or broad match modifier keyword now eligible for the same bid as a result of this update. "

In other words, Google does not not suddenly selecting a repetitive phrase or keyword BMM have the same meaning as a keyword that already triggers a query. Thus the preferences already work for and . Xact corresponds to variants close to the same meaning .

The example Google gives is that the request mowing service near my home will continue. Correspondence with the keyword phrase "lawn mowing service", even if another keyword in your account, "lawn mowing service", may also match this query based on the correspondence of the same meaning.

Keywords with the same meaning. The above example shows how preferences already work for exact variants of the same meaning . In the exact match the closest keywords to the query usually take precedence over the other exact match keywords that are eligible. This has not changed.

For example, the request turf mowing services should trigger the exact match [grass cutting services] and not [lawn mowing services] if both are active in an account, regardless of the Ad Rank rank.

New keywords with the same meaning as existing keywords. What happens when you add new keywords to your account that may be more closely matched to queries than your existing keywords?

For example, if the phrase matching the keyword "lawn mowing service" matches the query service near me in your account, then you add two keywords, "service grass cutting "and + grass + cutting.

They all have the same meaning, but the new keywords match the query more closely than the query. original keyword. They will prevent the "lawn mowing service" from triggering grass-cutting motions

. However, the two new keywords will compete on Ad Rank to determine what triggers the announcement.

In In other words, the previous matching preferences will take precedence over the correspondence of the same meaning.

[ Ad Rank is a calculation of maximum CPC, quality score (expected CTR, ad relevance, landing page experience), expected impact of extensions and ad formats, as well as other contextual factors such as location and device. It determines if your ad is likely to appear and where it appears on the page compared to other ads.]

Adding a match or phrase BMM of an existing exact match. Let's say we have the exact match [lawn mowing service] in our account. Due to the close correspondence of variants of the same meaning, it is triggered on the request lawn mowing service . If you add the expression "lawn mowing service", will that compete with the exact match?

Again, that should not be. The exact match and its close variants will have priority because the new match would be eligible only on the basis of the new preferences (that is to say, the same meaning). Again, the previous match preferences replace the new match of identical meaning for sentence match and BMM.

Addition of an exact match of an existing sentence match or BMM keyword. It is the reverse of the previous scenario. If I already have the corresponding phrase "grass cutting services" in my account and I add the exact match [grass cutting services] will the exact match trigger the query of grass cutting services . Will it compete with the corresponding sentence?

Since the request is an identical match for the exact keyword, the exact query will be preferred. However, if the keywords are in different ad groups and the keyword phrase has a lower bid and a higher ranking, it can be used instead.

Warnings to note. Do not forget that these systems are not perfect, especially with regard to shades. Do not expect your idea of ​​"same meaning" and the alignment of the system. Create a routine to monitor your search terms reports and by adding negative keywords

. These factors may also cause an identical matching when this is not the case:

  • Suitability of types in a separate advertisement. groups. Since corresponds to the type variations of keywords belonging to different groups of advertisements, the ranking of the advertisement is in competition. This is an item to watch for and plan to consolidate into one ad group for the management of eaiser .
  • Keywords in pause. All of the above scenarios assume that keywords are enabled. If you pause a keyword in your account, it becomes invisible to the auction system and will not be included in the keyword selection process. For the system, it's like it's no longer in your account. This means that if you pause a keyword, other keywords with the same meaning in your account could now trigger the queries that the broken keyword had matched. For example, the interruption of "lawn mowing services" will displace lawn mowing services near my home to trigger "mowing services".
  • Limited budgets. Limited budgets can prove you right. Google says, "Although we try our best to match existing traffic to your keywords, it may not always be the case. For example, if a campaign is subject to limited budget it may not be allowed to participate in all queries.

About the Author

Ginny Marvin is the editor-in-chief of Third Door Media, managing the daily editorial operations of all our publications. Ginny writes on paid online marketing topics, including paid search, paid social networks, targeted posting and retargeting for Search Engine Land, Marketing Land and MarTech Today. With over 15 years of marketing experience, she has held senior management positions in both in-house and agency management. It can be found on Twitter under the name of @ginnymarvin.



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