#Google Ads unveils major updates to search query matching
Table of Contents
The Google Ads updates offer advertisers enhanced AI-powered performance, greater brand control and improved visibility into search queries.
Why it matters. These changes aim to improve ad performance and give advertisers more control over their brand-related traffic.
Key updates.
- New recommendation for brand inclusions in broad match.
- Brand exclusions across all match types and Dynamic Search Ads.
- Improved visibility in search term reports. Misspelled search queries are now reported with the correctly spelled search query. This means that, on average, 9% of search terms previously under “Other” due to misspellings in the search terms report are now visible.
- Easier blocking of misspelled searches. All the misspellings of one word will be included in an exclusion when just that one word is added as negative.
Why we care. These updates essentially provide advertisers with more powerful tools to gain more control over how their ads show. Advertisers will be happy that they get more visibility of misspellings in their search term report, there is less heavy lifting in excluding negative terms.
What to watch. How advertisers adapt their strategies to take advantage of these new features, particularly in managing brand-related traffic and misspellings.
Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.
In 2008, Anu’s career started with delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.
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