The consumer journey and search behaviour is constantly changing, which makes it impossible to anticipate every keyword that’s relevant to your business. That’s why Google Ads keywords are designed to work with other AI-powered products in an ecosystem – namely responsive search ads and Smart Bidding – to give you the best reach, relevance and performance in any environment. Here are some final takeaways to bear in mind:
- Aligning your keyword strategy with your bidding: Grouping your campaign by bidding goals can help accurately measure your conversions and use a conversion-based Smart Bidding strategy.
- Broad-match helps you find more searches: Broad-match is the only match type that uses all signals available: landing pages, other keywords in the ad group, previous searches, user location and more. This helps to understand the meaning of both the search and your keyword while being flexible to find the most relevant match expected to perform for you.
- Use Smart Bidding with broad-match: Smart Bidding ensures that, for all the relevant searches that broad-match helps you reach, you are competing in the right auctions, with the right bids aligned to your performance goals, for the right user (determined by all the signals taken into account).
- Smart Bidding does not need repeat keywords in multiple match types: Broad-match uses the same queries as phrase and exact match types. You can simplify your accounts by using broad-matches with Smart Bidding.
- Use measurement that is relevant to your business: Measuring conversions that matter to your business provides data for Smart Bidding to optimise for the right customer. Data-driven attribution also helps to understand the contribution of each keyword across the conversion path.
- Use keyword themes in ad groups: Grouping your keywords into ad groups and campaigns with similar themes makes it easier for Google to understand your keywords, select the best one and determine which ad should serve for each query.
- Responsive search ads keep your ads relevant, especially with broad-match: AI-powered responsive search ads work best with broad-match because the system needs flexibility to optimise the right creative asset to each query. By entering multiple headlines and descriptions in a responsive search ad, Google Ads can automatically learn which performs best across all of the traffic provided by broad-match.
- Google AI-powered tools are designed to help you spend less time managing your ads and more time managing your business: Get the best reach, relevance and performance with broad-match, responsive search ads and Smart Bidding. Broad-match reaches all queries that exact and phrase can reach plus more, responsive search ads automatically create relevant ads for each of those queries and Smart Bidding customises bids for every query, not just every keyword.
