Google Ads Update Query Matching Friend or Foe for Your PPC Performance?

A new Google Ads update is here, and it's all about Query Matching. But what does this mean for your hard-earned PPC performance? Don't worry, we'll dive deep into the details, make it easy to understand, and sprinkle in tips and tricks to elevate your campaigns!

Introduction to Query Matching

Imagine you're a shopkeeper on a busy street. Every day, customers come in with different needs. Some ask directly for "sports shoes," while others might say "running shoes" or "comfortable sneakers." Query Matching is like a clever salesperson who understands that all these requests essentially have the same goal and recommends the right products accordingly.

How it Used to Work

Previously, Query Matching was very specific. It was as if the salesperson only listened to the exact wording of the customers. If someone wanted "sports shoes" but said "running shoes," the salesperson might not have recognized the match. Ads were only shown for exact keyword matches, resulting in a smaller but very targeted reach.

The Update - What's Changed?

Google has loosened the reins a bit. Query Matching used to be stricter, now it's more flexible. This means:

• More Reach: Your ads will be shown for more searches, even if they don't perfectly match your keywords.
• Less Control: You have less influence over which searches trigger your ads.
• Potential for Surprises: Your ads might be shown for unexpected searches – good or bad - I would say “it depends” 😀

Impact on Your PPC Performance - The Rollercoaster Ride

The update can send your PPC performance in different directions:

• Higher Click-Through Rates: More relevant searches mean more clicks on your ads.
• Lower Conversion Rates: If your ads are shown for less relevant searches, conversions might drop.
• Higher Costs: More clicks mean higher costs, especially if those clicks don't lead to conversions.

Tips and Tricks for PPC Pros - Riding the Wave

• Monitor Your Search Terms: Regularly analyze the search terms that trigger your ads. This will show you whether the update is having a positive or negative impact.
• Adjust Your Keyword Strategy: Add negative keywords to exclude unwanted searches. Use keyword match types like "Modified Broad Match" for more control. Yes, this is my Tip and I know Google Ads hate it.
• Optimize Your Ads: Ensure your ads are relevant to a wider range of searches. Adjust ad titles and descriptions.
• Use Smart Bidding: Google's automated bidding strategies can help you make the most of the update by adjusting bids based on search intent.
• Experiment: Test different keyword match types, ad copy, and bidding strategies to find out what works best for your campaigns. never stop testing! 

Concrete Examples

Imagine you sell sports shoes. Previously, your ad might have only been triggered by the exact search "buy sports shoes." Now, it could also appear for searches like "best running shoes" or "comfortable sneakers." This increases the reach of your ads but can also lead to your ads being shown for less relevant searches, such as "shoes for formal occasions."

Conclusion - The Update is Here – Make the Most of It!

The Google Ads Query Matching update can be a challenge, but also an opportunity. With the right strategies and adjustments, you can take your PPC performance to new heights. Be proactive, analyze your data, and optimize continuously. This way, you'll become a Query Matching master and leave your competition behind!

Bonus Tipp

If you're feeling overwhelmed, don't hesitate to seek professional help. I hope this blog post has helped you better understand the Google Ads Query Matching update and provided valuable tips for your PPC campaigns. You can find more information from Google here.