Google ads algorithm update is not uncommon. Sometimes it’s just a few small changes to make the current way more optimal; Sometimes it’s a radical change in logic that causes advertisers to have to refresh their implementation. Here are a few important changes of Google in recent times, let’s find out with Digit Matter through the 5 updates below!
1. Changes in how to ‘match’ keywords with the BERT . algorithm
Recently, September 23, 2021, Google has just announced changes in the algorithm and how to prioritize keyword matches, according to which:
- Prioritize displaying the most similar keywords: In case there is no exact match, between Broad match and phrase match, the keyword that is more similar to the search keyword will be prioritized to display. For example, the search object: ‘spa services in district 1’ will display between 2 broad match ‘spa services’ and ‘spa services in district 1’, the system will give preference to displaying option 2 – unless there are add a 3rd option: exact match ‘spa services in district 1’.
- When using multiple match types at the same time, display priority is no longer the story of ad rank, but also keyword relevance.. For example, if the search keyword (query) is ‘cheap spa services’, then between the phrase match ‘good price spa services’ and broad match ‘spa services’, the first match will be shown by relevance. higher relevance due to the query/search intent interpretation of the BERT algorithm).
Accordingly, when using 1 or more different match types in a Google Ads Search campaign, the algorithm will prioritize the display as follows:
Case 1: there is more than 1 broad match keyword
Only relevant match belong the most relevant ad group selected area. Ad rank now acts as the ‘judge’ of which keywords in the zoning group will be displayed.
Case 2: there is 1 broad match keyword and 1 exact match/ phrase match keyword
If the keywords in the exact match / phrase match group are more relevant than broad match, they will be displayed priority.
If exact match/phrase match keywords tend to be more or less relevant than broad match, visibility depends on ad rank
Case 3: there is more than 1 exact match/ phrase match keyword
If you have more than 1 qualifying exact match or phrase match keyword group and none of the broad match groups qualify, the keyword with the higher ad rank will be the preferred keyword.
With this change, Google wants to reduce the workload for advertisers – better traffic quality with fewer keyword groups, less use of match types, especially when combined with smart bidding.
2. Show more data in Search Term Report
In September, Google also announced that it would display more information and data in the search term report at the request of users. Accordingly, people running Google ads will have a closer look at the queries that their ads are displayed on, starting from keywords that reach the minimum impression threshold and have at least 1 click.
In the same announcement, in February 2020, Google will also remove data about search terms that do not qualify for privacy.
3. Google display ads will be more automated with Optimized targeting
With optimized targeting, advertisers can target audiences ‘beyond’ the initial ‘definitions’ based on conversion potential through the signals you’ve set up previously. To avoid confusion between optimized targeting and audience expansion, you can learn more at the comparison below:
- Audience expansion: search for customer segments with similar behavior to your selected segment. Simply put, it’s lookalikes the audience you’re currently targeting
- Optimized targeting: Finds target audiences that behave like converted audiences in your audience file based on real-time data.
4. Prepare for a Google Ads campaign without ‘Expanded text ads’
August 31, 2021, Google sent Expanded text ads saying ‘early goodbye’. As expected, by June 2022, the ‘standard’ advertising form of these Google ads Search campaigns will be officially discontinued and replaced by Responsive Search Ads.
Until then – what will be the fate of the running campaigns. If your business has an in-house team that runs in-house, that’s good news because running campaigns can still work, but can only be stopped or deleted without permission to edit. That is also the reason why businesses should immediately “test” all possibilities during this time to prepare for a new unadjusted reality.
If you need some advice and support right now, contact Digit Matter now to avoid the ‘disruption’ in the era of ‘Expanded text ads’ disappearing and familiarize yourself with the new way of advertising from today to take advantage of being at the forefront!
5. Google Shopping – some special features for the holiday season
To help the brand appear more prominent. Google Shopping has added a few annotation features to highlight the ‘delivery and return policy of the business’. With new features that give you more flexible messaging when running ads with Google ads, you can take advantage of the following ‘key hooks’ to increase attraction:
- Free delivery no later than…
- Receive goods at the latest….
- Order today, delivery tomorrow
- Free exchange within … days
According to research results, highlighting the return policy or 1-3 day shipping time can increase the average click-through rate by 11%. Especially when the year-end season is near, the online shopping self-discipline after the long distance is gradually increasing, every 1% chance of increasing is a ‘finishing’ base in the books at the end of the day!
To learn more about suggestions for plans, tips for year-end advertising, see more at:
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