By Noelia Fraguela
Marketing4ecommerce Content Manager
TOFrom now on, those who use Google Ads to create new search campaigns will have to be more careful when setting up their campaigns, as the platform has just changed its default option to broad match.
If you choose this option, your ads will be shown to a much larger, untargeted audience, which could impact campaign performance and budget spend.
PPC expert Thomas Eccel explains on his LinkedIn account what this new default looks like on the platform when creating an ad from scratch:
Why Google made this change
This change is directly related to the new AI features that the platform has included to make things easier for those who do not have extensive knowledge of advertising campaigns. However, those who are more experienced in creating campaigns should have a good eye for optimizing the settings before launching. In other words, broad ukraine number data match in combination with AI can be very useful, but it is not the ultimate solution. You should fine-tune the settings according to your goals.
TL;DR: How you can reach your goals with Search Ads
The B side of broad concordance
Broad match allows your ads to appear on searches that are related to the meaning of your keywords. This can include searches that don't contain the terms in your keywords. For example, let's say you're interested in reaching an audience that searches for " low carb diet." If you select a broad match campaign, your ads will be shown to people who are also searching for other related concepts that don't exactly match the keywords you've entered: "carb-free foods," "carb-free diet," "how to cut out carbs," "Mediterranean food . "
Additionally, broad match might also take into account:
The user's recent search activities.
The content of the landing page.
Other keywords in an ad group, to better understand keyword intent.
While this means you can reach a wider audience, it's not always a good thing. If you have a limited budget, you need to optimize the impact of your ads by identifying your target audience as closely as possible. To do this, it's essential to segment your audience by including negative keywords that help you avoid users you're not interested in.