Navigating the intricate world of Google Ads can often feel overwhelming, particularly when it comes to keyword prioritisation and query matching. However, understanding how Google selects which of your keywords to showcase in search auctions is crucial for optimising your campaigns and achieving better advertising outcomes. Let’s dive into the mechanics of Google Ads keyword prioritisation and query matching controls to empower your advertising strategies.
The Importance of Keyword Prioritisation
At its core, keyword prioritisation is essential for ensuring that the right keywords connect with relevant search queries, which in turn enhances user experience and advertiser performance. Previously, advertisers frequently relied on complex techniques, such as “keyword sculpting,” to manage their keyword strategies. However, Google’s evolving prioritisation framework offers a more straightforward way to direct traffic effectively without overcomplicating account structures.
How Keyword Prioritisation Works in Google Ads
Google employs a four-tier prioritisation framework that determines which keywords will compete in an auction. Let’s break down these priority levels:
1. Top Priority: Exact Match Keywords
The first rule of prioritisation focuses on identical exact match keywords. If a keyword in your account exactly matches a search term (including minor spell corrections), it will be the first choice for the auction.
Key Points:
- An exact match keyword such as [skydiving license] will take precedence over any phrase or broad match variations of the same keyword.
- Even in the presence of Performance Max campaigns, the exact match keyword will still be prioritised.
- It’s important to note that while misspellings are treated as identical, plurals and synonyms are not.
2. Second Priority: Identical Phrase and Broad Match Keywords
When there’s no exact match available, Google looks for phrase or broad match keywords that correspond to the search term. This priority applies to queries that either exactly match or are slightly misspelled.
Key Points:
- If you have both an identical search keyword and a Performance Max search theme, the search keyword will take precedence.
- When identical keywords exist in multiple formats, prioritisation will rely on Ad Rank—the metric that determines the visibility of your ads.
3. Third Priority: AI-Based Relevance
The third rule introduces AI-driven relevance. When identical matches are absent, Google assesses the relevance of multiple keywords across ad groups to identify the best fit for the query.
Key Points:
- The AI evaluates the meanings of the search term, keywords in the ad group, and the landing pages associated with them.
- Ad groups themed around similar topics are vital for this process, as they help Google understand intent better and select the most relevant ad.
4. Final Priority: Ad Rank
If the previous rules don’t lead to a clear choice, Ad Rank becomes the deciding factor. Ad Rank considers several elements, including the quality of the ad and bid amounts, to determine the best match for the auction. Learn more on ad rank here.
Key Points:
- Ad Rank will apply when you have multiple similar keywords, such as phrase and broad matches of the same term.
- It is essential to maintain high-quality ads and optimise bidding strategies to improve your Ad Rank and overall performance.
Recent Updates: Query Matching Controls
In recent months, Google has introduced several updates to enhance query matching controls, including brand inclusions and brand exclusions. These tools allow advertisers to better manage traffic towards their desired keywords and prevent unwanted associations.
Brand Inclusions
Brand inclusions ensure your ads only match queries that include your brand name when using broad match keywords.
How It Works:
- After enabling the broad match setting, you can create a brand list at the account level and apply it to specific campaigns. This ensures that your ads focus solely on queries related to your brand.
Brand Exclusions
Brand exclusions, rolling out for search campaigns, enable you to prevent your ads from appearing alongside queries containing specified competitor brands or unwanted brand associations.
How It Works:
- By applying brand exclusion lists at the account level, you can manage traffic better, ensuring that your ads do not match to undesired queries while still capturing relevant searches.
Negative Keywords for Misspellings
Another significant update involves negative keywords. Now, you can use correctly spelled keywords as negatives to block misspellings automatically.
Key Points:
- let’s say you add the correctly spelled term “holiday” as a negative keyword. This will block searches with misspellings like “holidya” or “holidy” because they are recognised as misspellings of “holiday.”
- This feature streamlines the process of managing unwanted search traffic without needing to continuously monitor potential misspellings.
Should You Pause Low-Volume Keywords?
Google has recently begun pausing low-volume keywords and ad groups that have not received impressions for over a year. This change aims to reduce clutter in your account.
Considerations:
- Before unpausing these keywords, assess their relevance and whether they complement other active keywords.
- Ensure that your ad group theming remains relevant to maintain keyword performance.
Conclusion
A deeper understanding of Google’s keyword prioritisation rules and query matching controls can greatly enhance your advertising strategy. By reorganising and consolidating your campaigns, and creating tightly themed ad groups, you can ensure that your ads are matched with the most relevant queries, ultimately driving better results.
As you navigate these changes, remember that leveraging AI advancements and understanding Google’s framework will not only streamline your account management but also improve your overall advertising effectiveness.
If you’re looking for expert help with your performance marketing campaigns, feel free to get in touch to discuss how we can help you achieve your goals.