Back in September of 2018 Google Ads made a change to how keyword match triggered queries with the same meaning. Queries with the same meaning could trigger your Google Ads for exact match keywords. With the new update that Google just announced, same meaning queries will also impact broad and phrase match keywords. Google has announced a predicted 3 to 4% rise in clicks and impressions after the update takes place. But, there is always room for improvement. Here are a few strategies you should employ before the update to get the most mileage out of it.
Disable Last-Click Attribution
Last-Click Attribution (LCA) is a system that gives all of the credit for a sale or conversion to the final click. It is not often used by digital marketers, mainly because it gives you less accurate data. The LCA method of crediting conversions completely misses the effective steps that led to the conversion. With the new update, having an LCA crediting system means that Google will automatically lower your bids for ads for keywords and queries that did not directly contribute to a conversion. Those keywords and queries might actually be very valuable to your company. By assigning value to every step of the conversion process, Google can more adequately adjust your bids for the new close variant queries that translate to conversions. Basically, if you want to get the most out of this update make sure you aren’t using LCA.
Monitor Close Variant Queries
Google may be constantly getting smarter, but it’s systems are not infallible. New close variant queries may increase your impressions and clicks, but you need to decide which queries are actually valuable to your company. Just like in the September 2018 update, it is vital to make sure that when your broad match and phrase match keywords display your ads for close variants, those close variants make sense. If your close variants are for services you or your client do not provide, they need to be added to negative keywords. You can build reports in Google Ads to quickly show you your keywords and their close variants. Check the list, monitor how they perform, and remove anything that is not valuable to optimize your budget.
Don’t Overbid on Close Variants
As great as that 3-4% increase in clicks and impressions sounds, it is important to not waste too much of your budget on close variants. If you have been running a campaign for a while you have probably fine-tuned an impressive list of valuable keywords and negative keywords. A little boost from Google’s algorithm is fine, but as mentioned above, not all close variants will prove to be valuable. With this new update, there is no keyword match that only targets that keyword anymore. Basically, Google can now suggest close variants for your keywords whether they are broad, phrase, or exact match keywords. Using smart bidding, (automated bidding through Google) is the only way to make sure that Google prioritizes budget for your chosen keyword and does not overspend on the hundreds of close variant queries.
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