Google Ads has recently introduced updates to keyword prioritization and query matching controls to help advertisers better optimize their campaigns. These updates include brand inclusions and brand exclusions, along with AI advancements that have improved the prioritization framework.
The keyword prioritization framework plays a crucial role in ensuring that the right keywords are selected to match search queries, ultimately improving user experiences and advertiser outcomes. By understanding the prioritization rules, advertisers can organize their campaigns more effectively and drive better performance.
In Google Ads, keyword prioritization works based on four priority levels. The top priority is given to identical exact match keywords that match the search term or spell-corrected term. This means that if an exact match keyword is identical to the query, it will be prioritized over other keywords in the account.
Next, if there is no identical exact match keyword, the system will look for phrase, broad match keywords, or Performance Max search themes that are identical to the query. In this case, relevance and AI-based prioritization come into play to select the most relevant keywords for the auction.
Additionally, Ad Rank is used as the final prioritization rule to determine which keyword or search theme will enter the auction. Ad Rank considers factors like ad quality components, bids, and the context of the search to determine ad placement.
In addition to keyword prioritization, Google Ads has introduced new controls for query matching, such as brand inclusions and brand exclusions. These controls allow advertisers to focus their ads on specific brand-related queries and prevent matches to competitor brands or undesired queries.
Furthermore, negative keywords now block misspelled queries, providing advertisers with more control over the search terms their ads are shown for. Pausing low-volume keywords or ad groups that haven’t generated impressions in over a year is unlikely to impact campaign performance significantly.
By understanding and utilizing these keyword prioritization rules and query matching controls, advertisers can optimize their campaigns, improve ad relevance, and drive better results. Taking a fresh look at account organization and ad group theming can help streamline campaigns and ensure that ads match relevant queries effectively.