Google Ads Rolls Out Big Updates to Broad Match and Brand Controls

Google Ads has announced several improvements to its AI-powered broad match and introduced new brand control features, aiming to enhance ad relevance and campaign management.

Key updates include:

1. Improved AI-powered broad match performance
2. New brand control features
3. Enhanced search terms reporting
4. Simplified negative keyword management

Here's a breakdown of these changes:

1. Improved AI-Powered Broad Match

• Over the past six months, AI-powered improvements to quality, relevance, and language understanding have boosted broad match performance by 10% for advertisers using Smart Bidding.
• This enhancement helps advertisers reach customers regardless of how they're searching.

2. New Brand Control Features

Brand Inclusions in Broad Match

• Allows brand campaigns to benefit from broad match while limiting traffic to selected brands.
• A new recommendation tool is available on the Recommendations page to help identify and implement these opportunities.
• Note: Applying this recommendation turns on broad match for the campaign.

Brand Exclusions Across All Match Types

• Now available for all match types and Dynamic Search Ads (DSA).
• Lets advertisers choose which brands to exclude from their campaigns.
• Helps block traffic from brand misspellings and variants.

3. Improved Search Terms Reporting

• Misspelled search queries are now reported with their correctly spelled counterparts.
• This change makes an average of 9% more search terms visible that were previously categorized under "Other" due to misspellings.

4. Enhanced Negative Keyword Management

• One negative keyword now excludes all its misspelled variations.
• Example: Adding "YouTube" as a negative keyword will block all 1.5 million spelling variations. Here's a detailed example from help center:

Action Items for Advertisers

1. Review brand campaigns and consider applying brand inclusions or exclusions as needed.
2. Check the Recommendations page for brand inclusions suggestions.
3. Analyze your search terms report for newly visible misspelled queries.
4. Streamline your negative keyword lists, removing redundant misspellings.
5. Monitor the impact of these changes on your campaign performance and adjust strategies accordingly.

Remember to closely track results and be prepared to make adjustments based on your specific advertising goals and target audience.