{"id":627191,"date":"2024-07-10T15:00:00","date_gmt":"2024-07-10T12:00:00","guid":{"rendered":"https:\/\/en.buradabiliyorum.com\/what-googles-query-matching-update-means-for-future-ppc-campaigns\/"},"modified":"2024-07-10T15:00:00","modified_gmt":"2024-07-10T12:00:00","slug":"what-googles-query-matching-update-means-for-future-ppc-campaigns","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/what-googles-query-matching-update-means-for-future-ppc-campaigns\/","title":{"rendered":"#What Google\u2019s query matching update means for future PPC campaigns"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_84 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a287012298a9\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a287012298a9\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/what-googles-query-matching-update-means-for-future-ppc-campaigns\/#Learn_about_Google_Ads_latest_improvements_to_query_matching_and_brand_controls_and_what_it_indicates_about_how_keywords_will_evolve\" >Learn about Google Ads&#8217; latest improvements to query matching and brand controls and what it indicates about how keywords will evolve.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/buradabiliyorum.com\/en\/what-googles-query-matching-update-means-for-future-ppc-campaigns\/#Dissecting_Googles_improvements_to_query_matching\" >Dissecting Google\u2019s improvements to query matching<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/buradabiliyorum.com\/en\/what-googles-query-matching-update-means-for-future-ppc-campaigns\/#Brand_exclusions_and_inclusions\" >Brand exclusions and inclusions<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/buradabiliyorum.com\/en\/what-googles-query-matching-update-means-for-future-ppc-campaigns\/#Wider_coverage_for_negative_keywords\" >Wider coverage for negative keywords<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/buradabiliyorum.com\/en\/what-googles-query-matching-update-means-for-future-ppc-campaigns\/#Improved_search_term_aggregation_and_reporting\" >Improved search term aggregation and reporting<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/buradabiliyorum.com\/en\/what-googles-query-matching-update-means-for-future-ppc-campaigns\/#My_prediction_In_the_next_24_months_there_wont_be_match_types\" >My prediction: In the next 24 months, there won\u2019t be match types<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/buradabiliyorum.com\/en\/what-googles-query-matching-update-means-for-future-ppc-campaigns\/#Search_themes_The_future_of_keywords\" >Search themes: The future of keywords<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/buradabiliyorum.com\/en\/what-googles-query-matching-update-means-for-future-ppc-campaigns\/#Tread_with_caution_How_broad_is_too_broad\" >Tread with caution: How broad is too broad?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/buradabiliyorum.com\/en\/what-googles-query-matching-update-means-for-future-ppc-campaigns\/#A_use_case_in_balance_and_relevance\" >A use case in balance and relevance<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/buradabiliyorum.com\/en\/what-googles-query-matching-update-means-for-future-ppc-campaigns\/#What_you_should_be_doing_to_prepare\" >What you should be doing to prepare<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"subhead\" itemprop=\"alternativeHeadline\"><span class=\"ez-toc-section\" id=\"Learn_about_Google_Ads_latest_improvements_to_query_matching_and_brand_controls_and_what_it_indicates_about_how_keywords_will_evolve\"><\/span>Learn about Google Ads&#8217; latest improvements to query matching and brand controls and what it indicates about how keywords will evolve.<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><\/p>\n<div class=\"bialty-container\">\n<em>\u201cToday, we\u2019re announcing updates for Search ads query matching and brand controls.\u201d<\/em><\/p>\n<p>It\u2019s been a while since one sentence from Google elicited such a positive reaction from the PPC community. <\/p>\n<p>Last month\u2019s changes to queries, match types and negative keywords were a welcome reminder that Google wants agencies and advertisers to trust it.<\/p>\n<p>In this article, I\u2019ll explain each of the changes to PPC advertisers and agencies and how they give us clues about Google\u2019s future direction for paid keywords and targeting.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-dissecting-google-s-improvements-to-query-matching\"><span class=\"ez-toc-section\" id=\"Dissecting_Googles_improvements_to_query_matching\"><\/span>Dissecting Google\u2019s improvements to query matching<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Ginny Marvin\u2019s tweet might be the first update in years that everyone has welcomed. Interestingly, these updates align with the idea of search <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/download-scripts-themes-apps\/\" data-internallinksmanager029f6b8e52c=\"9\" title=\"Download Scripts &amp; Themes &amp; Apps\" target=\"_blank\" rel=\"noopener\">theme<\/a>s and the future that Google Ads wants.<\/p>\n<figure class=\"wp-block-embed is-type-rich is-provider-twitter wp-block-embed-twitter\">\n<div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">\ud83c\udfaf Today, we\u2019re announcing updates for Search ads query matching and brand controls.<\/p>\n<p>\ud83d\udcc8 *More search terms reported by aggregating misspellings* Misspelled queries are already matched to their correctly spelled keywords in your campaigns. But many of those misspellings don&#8217;t\u2026<\/p>\n<p>\u2014 AdsLiaison (@adsliaison) <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/twitter.com\/adsliaison\/status\/1805981156057227413?ref_src=twsrc%5Etfw\">June 26, 2024<\/a><\/p><\/blockquote>\n<p><script data-minify=\"1\" async src=\"https:\/\/searchengineland.com\/wp-content\/cache\/min\/1\/widgets.js?ver=1719357193\" charset=\"utf-8\"><\/script>\n<\/div>\n<\/figure>\n<h3 class=\"wp-block-heading\" id=\"h-brand-exclusions-and-inclusions\"><span class=\"ez-toc-section\" id=\"Brand_exclusions_and_inclusions\"><\/span>Brand exclusions and inclusions<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>We\u2019ve been able to use brand exclusions \u2013 distinctly different from negative keywords \u2013 by selecting from a brand database and telling Google that you don\u2019t want to show up for searches about those brands.<\/p>\n<p>There is now the inverse of that, what Google is now calling \u201cbrand inclusions\u201d for Search campaigns.<\/p>\n<p>You\u2019ll have the ability to shut off match types in your campaign and make it exclusively broad match, and then layering on brand inclusion lists to tell Google to only show your ad for broad match queries to anything, as long as it\u2019s related to your brand.<\/p>\n<p>This is a great example of Google moving away from fixed match types.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img fetchpriority=\"high\" decoding=\"async\" width=\"990\" height=\"426\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/07\/Google-Ads-Brand-exclusions-and-inclusions.png\" alt=\"Google Ads - Brand exclusions and inclusions\" class=\"wp-image-444002\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/07\/Google-Ads-Brand-exclusions-and-inclusions.png 990w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/07\/Google-Ads-Brand-exclusions-and-inclusions-600x258.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/07\/Google-Ads-Brand-exclusions-and-inclusions-800x344.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/07\/Google-Ads-Brand-exclusions-and-inclusions-200x86.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/07\/Google-Ads-Brand-exclusions-and-inclusions-768x330.png.webp 768w\" sizes=\"(max-width: 990px) 100vw, 990px\"><\/figure>\n<\/div>\n<h3 class=\"wp-block-heading\" id=\"h-wider-coverage-for-negative-keywords\"><span class=\"ez-toc-section\" id=\"Wider_coverage_for_negative_keywords\"><\/span>Wider coverage for negative keywords<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Until now, we\u2019ve had to add more negative keywords than ideal because they didn\u2019t account for misspellings and close variants. Google is improving that \u201cnegative matching.\u201d<\/p>\n<p>I\u2019m not sure why this wasn\u2019t there before. It\u2019s one of those things that feels like an obvious move from the beginning. Perhaps it\u2019s because this will actually lose Google money with more keywords blocked automatically.<\/p>\n<p>Whatever the reason, I\u2019m glad to see them improving how negative keywords work.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-improved-search-term-aggregation-and-reporting\"><span class=\"ez-toc-section\" id=\"Improved_search_term_aggregation_and_reporting\"><\/span>Improved search term aggregation and reporting<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Continuing the theme of streamlining match types into themes, brands are now becoming a theme that we can include or exclude. It\u2019s the same with search terms. <\/p>\n<p>Google is now aggregating more search terms, so they\u2019re also blocking many keywords from the search term reports due to privacy.<\/p>\n<p>People are upset about this, which is both understandable and debatable.<\/p>\n<p>By grouping keywords into search themes, Google will show more data indirectly. Instead of having three different versions of the same keyword with misspellings, it might be rolled up into one that\u2019s very close and has more visible data. It doesn\u2019t change that themes in searches are set to overtake keywords bit by bit.<\/p>\n<p>Perhaps the biggest piece of this is the Insights tab in Performance Max.<\/p>\n<p>I\u2019m grateful that Google is displaying more data around search terms in Performance Max, especially compared to how it started out. But it isn\u2019t a pure search term report. It\u2019s search themes grouped into categories.<\/p>\n<p>And that is where it\u2019s all headed.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-my-prediction-in-the-next-24-months-there-won-t-be-match-types\"><span class=\"ez-toc-section\" id=\"My_prediction_In_the_next_24_months_there_wont_be_match_types\"><\/span>My prediction: In the next 24 months, there won\u2019t be match types<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Google Ads is moving to a point where you\u2019ll set up a Search campaign, add search themes, and then tell the system which brands to include and exclude. <\/p>\n<p>Right now, only Performance Max has brand exclusions, but Google has announced plans to roll it out to Search.<\/p>\n<p>Let\u2019s say you have a generic Search campaign and don\u2019t want to show up for competitor names. Instead of adding negative keywords, you\u2019ll just exclude competitor brands. <\/p>\n<p>I like this because it covers a lot of misspellings, close variants and things of that nature.<\/p>\n<p>While it\u2019s a good extra level, my hope is that they <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.seroundtable.com\/google-ads-brand-exclusion-wont-37666.html\">don\u2019t take away negative keywords<\/a>.<\/p>\n<p><!-- START INLINE FORM --><\/p>\n<p><!-- END INLINE FORM --><\/p>\n<hr class=\"wp-block-separator has-text-color has-cyan-bluish-gray-color has-css-opacity has-cyan-bluish-gray-background-color has-background\">\n<h2 class=\"wp-block-heading\" id=\"h-search-themes-the-future-of-keywords\"><span class=\"ez-toc-section\" id=\"Search_themes_The_future_of_keywords\"><\/span>Search themes: The future of keywords<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Google as a platform is evolving rapidly and significantly. It\u2019s unrecognizable from where it was two years ago; two years from now, it won\u2019t be anything close to where it is now.<\/p>\n<p>You can see that in the redesign of the Google Ads UI \u2013 certain things are being pushed away and hidden from view under certain menus, while other things are being pulled to the front.<\/p>\n<p>Search themes weren\u2019t around when Performance Max first released; they were just like any other audience signal, requiring you to create a custom intent keyword list.<\/p>\n<p>It appears that Google quickly realized that because Performance Max pulls in the dynamic search component of DSAs, they can incorporate it as a more standalone feature.<\/p>\n<p>When you\u2019re building out a Performance Max campaign today \u2013 and this is much more important for non-shopping Performance Max \u2013 the absence of a product feed makes audience signals critical to reaching the right audiences.<\/p>\n<p>When there is a feed, Google uses the product data to find searches in the Shopping inventory and determine who your customer is. Without one, you use audience signals and search themes to indicate to the system who you believe will buy from you.<\/p>\n<p>Outside of all the best practices, search themes tell the system what kind of traffic it\u2019s best to show up for (i.e., specific search terms, themes and anybody who searches for \u201cx\u201d or \u201cy\u201d).<\/p>\n<p>These don\u2019t necessarily have to be im<a href=\"https:\/\/buradabiliyorum.com\/en\/category\/social-mediaa\/\" data-internallinksmanager029f6b8e52c=\"1\" title=\"Social Media\" target=\"_blank\" rel=\"noopener\">media<\/a>tely related to what you\u2019re selling. It could be terms people search for that indicate they would also buy your product.<\/p>\n<p>If you look at the evolution of the different features around keywords in the past couple of years, custom intent largely became search themes. They\u2019re more prominent and in asset group creation instead of one step down in audience signals.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-tread-with-caution-how-broad-is-too-broad\"><span class=\"ez-toc-section\" id=\"Tread_with_caution_How_broad_is_too_broad\"><\/span>Tread with caution: How broad is too broad?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Much of the resistance to Google\u2019s changes aren\u2019t so much about <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/technology\/\" data-internallinksmanager029f6b8e52c=\"4\" title=\"Technology\" target=\"_blank\" rel=\"noopener\">technology<\/a>, but agencies and brands feeling like they have less transparency and reduced control.<\/p>\n<p>A lot of the noise around reverting the system doesn\u2019t account for how search itself has changed. Demands like wanting keywords to be one-for-one exact matches typically come from a small portion of Google Ads professionals.<\/p>\n<p>However, there\u2019s also some validity to the criticism. <\/p>\n<p>There are (and always will be) certain industries where you need that specificity and regulation. Some of the biggest ones are pharmaceutical and legal, especially on-the-job injury and automobile accidents. In these domains, the system can be way too liberal.<\/p>\n<p>It doesn\u2019t hurt as much for the larger advertisers spending million-dollar budgets. But if you\u2019re running campaigns for a local lawyer with a $10,000 budget, these broad matches don\u2019t make sense.<\/p>\n<p>Once broad match learns what\u2019s what with your account, it becomes quite good at pulling in new opportunities. It will cost you time and money to let it learn what works, but what happens when the volume isn\u2019t there?<\/p>\n<p>In that situation, there are only three levers you can pull to make a search campaign show up in more auctions:<\/p>\n<ul>\n<li><strong>Widen your target location<\/strong>. If you can\u2019t service beyond a specific area, you can\u2019t target outside of it.<\/li>\n<li><strong>Increase your bids or reduce bid targets<\/strong>. This is expensive and not accessible to everyone. Plus, at a certain point, you\u2019ll have increased your bids enough to capture up to 90% of what\u2019s available. There\u2019s not much more you can do.<\/li>\n<li><strong>Add more keywords or match types<\/strong>. This will certainly expand your reach, though not always with relevance.<\/li>\n<\/ul>\n<p>Combine a relatively common search (like \u201ccar accident lawyer\u201d) with a low-volume location (like a small town with 10,000 people), and it\u2019s tough to see broad match ever getting to a point where it works in that type of situation.<\/p>\n<p>I hope Google has a plan to treat that scenario differently from people across the U.S. looking for sneakers. Otherwise, I can see the platform becoming prohibitively expensive for several brands and businesses.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-a-use-case-in-balance-and-relevance\"><span class=\"ez-toc-section\" id=\"A_use_case_in_balance_and_relevance\"><\/span>A use case in balance and relevance<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Historically, Google has looked at what\u2019s best across all advertisers \u2013 that\u2019s millions and millions of customers with varying budgets, setups and levels of expertise. They have to think about it from that approach.<\/p>\n<p>But as agencies, we\u2019re only concerned with taking care of our clients.<\/p>\n<p>My agency works extensively with healthcare clients, and one of those verticals is called applied behavior analysis (ABA) \u2013 a very specific type of therapy for children with autism.<\/p>\n<p>If I apply either phrase or exact match to that keyword, it will bring in very targeted traffic from people looking for ABA therapy for their children. The second we switched to broad match in a test, we got clicks from people searching for cognitive behavioral therapy and <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/general\/\" data-internallinksmanager029f6b8e52c=\"3\" title=\"General\" target=\"_blank\" rel=\"noopener\">general<\/a> therapy for people with autism.<\/p>\n<p>Broad match moves it away from ABA to more generic treatment, from children to adults and teenagers. For my clients, none of that is relevant. But at the same time, not all traffic is irrelevant \u2013 only around 50%.<\/p>\n<p>When your budget isn\u2019t as deep as the Fortune 500s, 50% of your searches being irrelevant gets expensive quickly.<\/p>\n<p>For smaller and growing accounts, it\u2019s typically a good idea to start with phrase or exact match and layer in broad match once you capture at least 80% of impression share if you need to increase lead volume. In doing so, you should understand that lead quality may decline.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-what-you-should-be-doing-to-prepare\"><span class=\"ez-toc-section\" id=\"What_you_should_be_doing_to_prepare\"><\/span>What you should be doing to prepare<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>You\u2019d be hard-pressed to find a PPC marketer who doesn\u2019t think Google could be doing some things better.<\/p>\n<p>Google is changing from an analytics-charged, action-driven platform to more of an informational exchange platform. <\/p>\n<p>It\u2019s important to stop thinking in terms of clicks and conversions and instead consider audiences, search behavior and creative assets.<\/p>\n<p>We\u2019re almost moving back to a traditional marketing or advertising mindset. To be fully truthful, you should have been making this transition at least four or five years ago.<\/p>\n<p>I often think that someone starting out with Google Ads today is in a better position because they\u2019re free of preconceived notions about how things used to be done and \u201cshould\u201d be done or pining for the good old days.<\/p>\n<p>Mike Ryan from Smarter Ecommerce recently shared a presentation called \u201cDecoding PMax,\u201d the intro to which resonates deeply with what I have always advocated: People often say that you can\u2019t \u201coptimize\u201d Performance Max because you have to set it and forget it, but the reality is there\u2019s plenty to do. It\u2019s just not necessarily in the campaign.<\/p>\n<figure class=\"wp-block-embed is-type-rich is-provider-twitter wp-block-embed-twitter\">\n<div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">People will tell you that it&#8217;s not possible to optimize PMax. It&#8217;s not possible to connect it to your business goals. It&#8217;s not possible to take control.<\/p>\n<p>No. It&#8217;s necessary. <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/t.co\/aejBYylS4O\">https:\/\/t.co\/aejBYylS4O<\/a> <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/t.co\/KCH1pLJzC9\">pic.twitter.com\/KCH1pLJzC9<\/a><\/p>\n<p>\u2014 Mike Ryan (@mikeryanretail) <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/twitter.com\/mikeryanretail\/status\/1806323037635006583?ref_src=twsrc%5Etfw\">June 27, 2024<\/a><\/p><\/blockquote>\n<p><script data-minify=\"1\" async src=\"https:\/\/searchengineland.com\/wp-content\/cache\/min\/1\/widgets.js?ver=1719357193\" charset=\"utf-8\"><\/script>\n<\/div>\n<\/figure>\n<p>Continuing to brute force your way through Performance Max optimization is a losing battle.<\/p>\n<p>So focus on what truly matters:<\/p>\n<ul>\n<li>Learn how to use Performance Max for your business.<\/li>\n<li>Get better at building and improving landing pages.<\/li>\n<li>Understand how generative AI can speed up your work.<\/li>\n<li>Get familiar with each Google Ads bid strategy and when to use them.<\/li>\n<li>Expand your expertise to campaigns like Demand Gen.<\/li>\n<\/ul>\n<\/div>\n<p><\/p>\n<div class=\"about-author\">\n    About the author<\/p>\n<div class=\"information\">\n<div class=\"author-module\">\n<div class=\"row\">\n<div class=\"col-12 col-lg-3 text-center\">\n<div class=\"avatar\">\n                        <img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" alt=\"Menachem Ani\" width=\"140\" height=\"140\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2022\/07\/Menachem-Ani-338x338.jpg.webp\"><img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2022\/07\/Menachem-Ani-338x338.jpg.webp\" alt=\"Menachem Ani\" width=\"140\" height=\"140\">\n                                            <\/div>\n<\/p><\/div>\n<div class=\"col-12 col-lg-9\">\n<div class=\"about\">\n<div class=\"name\">\n                            <strong>Menachem Ani<\/strong>\n                        <\/div>\n<div class=\"row g-2 pt-2\">\n<div class=\"col-auto twitter\">\n                                    <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/twitter.com\/intent\/follow?original_referer=https%3A%2F%2Fsearchengineland.com%2F&amp;region=follow_link&amp;screen_name=MenachemAni&amp;tw_p=followbutton&amp;variant=2.0\" aria-label=\"opens in a new tab\"><i class=\"fab fa-x-twitter\"><\/i><\/a>\n                            <\/div>\n<div class=\"col-auto\">\n                                    <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/in\/menachemani\/\" aria-label=\"opens in a new tab\"><i class=\"fab fa-linkedin\"><\/i><\/a>\n                                <\/div>\n<\/p><\/div>\n<div>Menachem Ani is the founder of JXT Group, a US-based agency specializing in multi-channel online advertising. A digital and search marketing veteran, he brings to the table more than 20 years of experience creating high-impact growth strategies for eCommerce and service-based businesses.<\/p>\n<p>His track record of delivering consistently above-average results stems from his forward-thinking mentality. A pro-automation paid media specialist, Menachem adapts the fundamentals of marketing to ever-evolving ad platforms. Today, he is one of the leading authorities on modern Google Ads tactics and campaigns, including Performance Max, Demand Gen and offline conversion tracking.<\/p>\n<p>Outside of running his agency, Menachem is also a highly regarded author and speaker. He has shared insights on paid media and growing a digital agency at SMX, BrightonSEO, Search Engine Land, Search Engine Journal, Foxwell Founders, and several other publications.<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on\u00a0<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMN63nwsw68G3Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more like this article, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/en.buradabiliyorum.com\/technology\/\" target=\"_blank\" rel=\"noopener\">Technology<\/a><\/span> category.<\/strong><\/p>\n<\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/searchengineland.com\/google-query-matching-update-ppc-444000\" target=\"_blank\" rel=\"noopener\">Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Learn about Google Ads&#8217; latest improvements to query matching and brand controls and what it indicates about how keywords will evolve. \u201cToday, we\u2019re announcing updates for Search ads query matching and brand controls.\u201d It\u2019s been a while since one sentence from Google elicited such a positive reaction from the PPC community. Last month\u2019s changes to&#8230;<\/p>\n","protected":false},"author":1,"featured_media":627192,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/07\/Googles-latest-query-matching-update-is-an-indicator-of-how-keywords-will-evolve-800x450.png","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[142591,107942],"class_list":["post-627191","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology","tag-google-ads","tag-ppc"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/627191","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=627191"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/627191\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/627192"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=627191"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=627191"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=627191"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}