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Responsive Search Ads (RSAs) harness the power of machine learning to optimize your ads, but take away some of the control you get with Expanded Text Ads (ETAs). Learn how to make the most of RSAs, ahead of the June2022 phase-out of ETAs.

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If you’re still using Google’s Expanded Text Ads (ETAs) then time is running out – ETAs are being phased out in mid-2022. The good news is that Responsive Search Ads (RSAs) are expected to deliver better results and can make life easier. But there are some important trade-offs that every marketer needs to understand.

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Download our eBook for tips and tricks on the migration and how to operate in an RSA-only world.

Google Ads continues to push the boundaries of automation and machine learning in how it handles keyword match types. The latest updates suggest a future where traditional match types may become obsolete. In this blog post, we’ll dive into the current state of Google Ads match types, explore the recent changes, and discuss how these developments point to a future where intent-based matching and AI take center stage.

A quick look back: the evolution of match types

Google Ads match types have undergone a series of changes over the years. Here's a brief recap (for the history buffs…):

• 2002: Google Ads launched with Exact Match and Phrase Match, offering advertisers control over when their ads would appear based on user queries.
• 2006: Broad Match was introduced, expanding the reach of ads to include synonyms and related terms, but also increasing the potential for irrelevant matches.
• 2010: Modified Broad Match was introduced, giving advertisers more control than Broad Match by requiring specific terms to be included in the search query.
• 2014-2017: Google began allowing "close variants" for Exact Match and Phrase Match, loosening the definition of an exact match to capture more relevant traffic.
• 2021: Modified Broad Match was phased out, with its functionality integrated into Phrase Match, signaling Google’s push toward greater automation.

While these historical changes have shaped the current landscape, recent updates suggest that Google Ads is moving towards a future where traditional keyword match types may no longer be necessary.

The latest updates: moving toward search themes and intent-based matching

In 2024, Google announced several updates that have stirred the digital marketing community. These changes signal a significant shift in how Google approaches search query matching and keyword management.

Increased reliance on Broad Match

Broad Match is already positioned as the go-to match type, particularly when paired with smart bidding strategies. Google’s improvements to Broad Match, including better brand controls and negative matching, suggest this trend will continue. Advertisers will likely rely more on Broad Match as it becomes more effective at capturing relevant traffic.

Brand inclusions and exclusions: refining Broad Match

Another significant update is the introduction of brand inclusions and exclusions. Advertisers can now specify brands they want to include or exclude from their campaigns, allowing for more precise control over which searches trigger their ads. This feature works in tandem with Broad Match, enabling advertisers to leverage the expansive reach of Broad Match while still maintaining some level of control over brand-related queries.

This change reflects Google's ongoing effort to balance automation with advertiser control, particularly as it encourages broader adoption of Broad Match combined with smart bidding strategies.

Increased reliance on Performance Max

As AI becomes the norm, it’s no secret that Google is pushing Performance Max campaigns, which don’t have traditional keywords. These campaigns could automatically manage all aspects of intent matching, bidding, and audience targeting, requiring minimal input from the advertiser.

Improved negative matching

Historically, one of the challenges with Broad Match was the need to manage extensive lists of negative keywords to prevent ads from appearing for irrelevant searches. Google’s latest update includes improvements to negative keyword matching, allowing for better exclusion of misspellings and close variants. This enhancement reduces the need for advertisers to constantly update their negative keyword lists, making campaign management more efficient.

Why are these changes happening?

The direction Google is taking with these updates is clear: they are moving towards a more automated, intent-based system where the nuances of traditional keyword management are handled by machine learning algorithms. This evolution is driven by several factors:

User intent over keywords

‍Search behavior has evolved. Users no longer type in simple, straightforward queries but rather use complex, multi-word phrases that convey specific intent. Google’s shift towards search themes is a response to this change, aiming to match ads more closely with the user’s intent rather than the exact words they use.

AI and automation

‍Google is heavily investing in AI and machine learning to drive better ad performance. By automating the matching process, Google can optimize ad delivery based on vast amounts of data far beyond what a human could manage manually.

Streamlining campaign management

‍As the complexity of digital advertising grows, so does the need for tools that simplify campaign management. By reducing the need for advertisers to micromanage match types and keywords, Google is making it easier for marketers to focus on strategy and creative development rather than the minutiae of keyword management.

What does this mean for the future?

It’s likely that Google will continue to phase out traditional keyword match types in favor of more automated, intent-based systems. Here are some predictions for what we might see over the next few years:

The removal of traditional match types

As Google continues to refine its AI and machine learning algorithms, traditional match types like Exact Match and Phrase Match may become obsolete. Instead, we’ll see a greater emphasis on search themes and intent-based matching, where the system interprets user queries and matches them to the most relevant ads without relying on predefined match types.

Search themes: the next evolution of keywords

Google is moving towards a model where keywords are grouped into "search themes." This approach focuses on user intent rather than the specific words they type into the search bar. Instead of managing multiple match types, advertisers may soon be managing themes that capture the broad intent behind searches.

For example, instead of bidding on the exact phrase "car insurance" or relying on Broad Match to capture related terms, advertisers could focus on a theme like "vehicle protection." This theme would encompass various related searches, including "car insurance," "auto coverage," and "vehicle protection plans," all under one umbrella.

This shift indicates that Google is prioritizing intent over exact phrasing, which aligns with the broader trend of AI-driven automation in digital marketing.

New metrics and reporting tools

As match types evolve, so will the metrics and reporting tools available to advertisers. We may see new ways of measuring campaign performance that focus on user intent and engagement rather than traditional keyword metrics. Google might introduce new dashboards that provide insights into search themes and how they correlate with campaign outcomes. It’s possible that we need to adopt upper funnel metrics to truly understand the impact of Google ads on the customer journey.

How to Prepare for the Future

For advertisers, the key to navigating these changes is to embrace automation while maintaining a strategic approach to campaign management. Here are a few steps you can take to prepare:

Test Broad Match with Smart Bidding

If you haven’t already, experiment with Broad Match combined with Smart Bidding strategies. Monitor performance and adjust your approach based on the results.

Focus on intent

Begin shifting your keyword strategy towards intent-based themes rather than focusing solely on specific keywords. Consider how your target audience searches for your products or services and group keywords into broader themes that capture that intent.

Review auto-apply settings

With Google pushing more automation, it’s essential to regularly review your auto-apply settings. Ensure any automated changes align with your campaign goals and adjust as needed.

Monitor reporting changes

Stay informed about changes to Google Ads reporting tools. As match types evolve, the way data is presented may change, so it’s crucial to understand how these changes impact your ability to measure performance.

In conclusion...

Google Ads is heading towards a more automated, intent-driven model where traditional keyword match types may no longer be relevant. By staying ahead of these trends and embracing Google's new tools and strategies, advertisers can continue to drive successful campaigns in this rapidly changing environment. And as we bid farewell to the days of meticulously managing match types, we might just find that the future—powered by AI and automation—is not so scary after all.

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