Hey there, digital marketers
and business owners! Ever scratched your head wondering why your Google Ads are
showing up for seemingly random searches? Or maybe you've noticed your
top-performing search campaign suddenly went quiet after launching Performance
Max? Well, buckle up because we're about to dive into the wild world of Google
Ads keyword prioritization!
Key Takeaways:
- Keyword prioritization determines which of your
ads Google shows for a user's search
- Exact match keywords get top priority, but only
when they're identical to the search query
- Phrase match, broad match, and Performance Max
search themes share second place
- Ad rank still plays a crucial role in determining
which ad enters the auction
- AI-powered prioritization considers various
factors to choose the most relevant ad
Now, let's break this down in
a way that even your grandma could understand (no offense, Nana, you're pretty
tech-savvy!).
What's the Deal with
Keyword Prioritization?
Imagine you're at a party,
and someone asks for a drink. You've got a variety of beverages to offer, but
you can only hand them one. How do you choose? That's essentially what Google
does with your ads every time someone searches for something related to your
business.
There are several ways your
ads can match to a user's search:
- Keywords in search campaigns (broad, phrase, or
exact match)
- Search themes in Performance Max campaigns
- Dynamic ad targets in search campaigns
- AI-matching for Performance Max campaigns without
search themes
For simplicity's sake, we'll
call all of these "keywords" from here on out. (Don't worry, Google,
we know the difference!)
Keyword Matching vs.
Keyword Prioritization: What's the Difference?
Okay, pop quiz time! Just
kidding, but here's a quick explanation:
- Keyword matching is like getting invited to the
party. It determines whether your ad is eligible to show up for a search.
- Keyword prioritization is like being chosen to
give a toast. It decides which of your eligible ads actually gets to show
up.
Let's say someone searches
for "led lightbulbs." Your account might have multiple keywords that
could match:
- "lightbulb" in your general campaign
- [led lightbulbs on sale] in your discount
campaign
- Dynamic ad targets for LED lightbulb product
pages
So, how does Google decide
which ad to show? That's where keyword prioritization comes in, using a fancy
AI-powered system to choose the best candidate for the auction.
5 Things You Need to Know
About Google Ads Keyword Prioritization
- Exact Match Keywords Are the VIPs: If you have an exact match keyword that's
identical to the user's search, it gets the red carpet treatment. But
here's the catch: it needs to be exactly the same, not just similar.
- When Exact Really Means Exact
·
Synonyms (like
"Google Ads" vs. "AdWords"): Not identical, no VIP
treatment
·
Misspellings
(like "Google Ads" vs. "Gogle Ads"): Considered identical,
gets the VIP pass
·
Plurals (like
"Google Ads tool" vs. "Google Ads tools"): Not identical,
no special treatment
- Phrase Match, Broad Match, and Search Themes: The Runner-Ups If there's no exact match
keyword, Google looks for phrase match keywords, broad match keywords, or
Performance Max search themes that are identical to the search.
- Ad Rank:
Still a Big Deal When multiple keywords are at the same priority
level, the one with the highest ad rank gets to shine. Ad rank is
basically a combination of your bids and Quality Score. The higher, the
better!
- AI-Powered Prioritization: The New Kid on the Block - When a search
doesn't exactly match any of your keywords (which is pretty common), AI
steps in. It looks at all your targeting options and chooses the most
relevant ones based on the search meaning, your keywords, and your landing
pages.
See How Digital Marketing All Can Drive More Traffic to
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What Does This Mean for
Small Business Advertisers?
- You're Not as In Control as You Think Sorry to break it to you, but you can't
micromanage every search your ads show up for. Embracing automation and
providing good data for Google's AI is likely to yield better results than
trying to control everything manually.
- Dynamic Search Ads Are Getting the Short End of
the Stick It looks like Google
might be phasing out dynamic ad groups in favor of Performance Max. If
you're a fan of Dynamic Search Ads, you might want to start exploring
other options, like broad-match keywords with responsive search ads.
- Ad Rank Is Still King At the end of the day, your bids and Quality
Score are still super important. Focus on improving these to boost your
chances of winning auctions, no matter what queries you match with.
FAQs
Q: How can I improve my
keyword prioritization?
A: Focus on creating high-quality, relevant ads and
landing pages. Use a mix of match types, but don't rely too heavily on exact
match. Keep an eye on your Quality Score and adjust your bids as needed.
Q: Does keyword
prioritization affect my ad costs?
A: Indirectly, yes. Better prioritization can lead to
higher Quality Scores and better ad positions, which can potentially lower your
costs per click.
Q: How often does Google
update its keyword prioritization algorithm?
A: Google is constantly tweaking its algorithms. While
major changes are usually announced, small updates happen frequently. Stay
informed by following Google Ads' official blog and trusted industry news
sources.
Wrapping It Up
Understanding Google Ads
keyword prioritization is like learning to play chess - it takes time and
practice to master. But armed with this knowledge, you're well on your way to
becoming a Google Ads grandmaster!
Remember, the key is to work
with Google's AI, not against it. Focus on creating high-quality, relevant ads
and landing pages, and use a mix of targeting options to cast a wide net. Keep
an eye on your performance metrics and be ready to adapt your strategy as
needed.
By the way, did you know that
businesses using Google Ads typically see a return of $2 for every $1 spent?
That's a pretty sweet deal if you ask me! (Source: Google Economic Impact
Report)
So, are you ready to take
your Google Ads game to the next level? Remember, Digital Marketing All is here
to help you navigate the ever-changing landscape of digital advertising.
Whether you need help with your brand voice, keyword strategy, or overall digital
marketing plan, we've got your back!
I hope you enjoy reading this
blog post. If you want my team to just do your marketing for you, click
here.