Maximize Your Search Campaign Performance with Google’s New Query Matching Updates

Jill Goldstein - July 10, 2024

Breakthroughs in AI are revolutionizing Google Search, offering advertisers enhanced ways to reach customers. Google’s continuous improvements to AI-powered broad match have led to a 10% increase in performance for advertisers using Smart Bidding in the last six months. To make these benefits more accessible, Google is introducing four key updates to query matching and brand controls.

  1. Brand Inclusions in Broad Match: This allows you to leverage broad match benefits while limiting traffic to specific brands. You can now easily identify and apply brand inclusions through new recommendations on your Recommendations page.
  2. Brand Exclusions Across All Match Types and Dynamic Search Ads (DSA): Unlike brand inclusions, brand exclusions let you exclude specific brands across all match types and DSA, including misspellings and variants, ensuring you only show up for the most relevant non-brand searches.
  3. Improved Visibility in Search Terms Report: Misspelled queries, previously hidden under “Other” due to privacy thresholds, are now reported with the correctly spelled search query. This change makes about 9% more search terms visible, enhancing your ability to analyze and optimize campaigns.
  1. Simplified Blocking of Misspelled Searches: Previously, excluding misspelled variations of keywords was cumbersome. Now, adding a single negative keyword will exclude all its misspellings, streamlining the process and improving campaign control.

Stay tuned for more updates as Google continues to refine and enhance its advertising tools to support campaign success. If you have any questions or need assistance implementing these changes, feel free to reach out to our team.

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