Google Ads now has broad match as the default setting for new Search campaigns changing from their previous default of having it turned off. This significant change could have major implications for campaign performance and budget spend, especially if advertisers do not pay close attention.
Here are some important details to keep in mind about the new update:
Broad Match as Default Setting
From now on, when setting up a new Search campaign in Google Ads, the broad match option will be selected by default. Broad match allows your ads to show on searches that include misspellings, synonyms, related searches, and other variations, which can potentially expand your reach.
Impact on Ad Costs
Without carefully managing negative keywords, this broad match setting could lead to increased wasted ad spend. Ads might appear for less relevant queries, leading to potentially higher click costs and less efficient use of your budget.
Automation and AI Focus
This shift aligns with Google’s broader strategy to enhance automation and AI-driven campaign management. Google’s goal is to simplify campaign setup, especially for people who are new to Google Ads, by leveraging machine learning to optimize performance.
However, we caution taking this “simplified” approach if you are in a niche industry or competitive vertical. For most advertisers, starting with a broad match campaign will require more frequent management of negative keywords and likely a higher degree of wasted ad spend.
Review and Adjust
For those who prefer more precise targeting, like through phrase or exact match types, it’s important to review and adjust your match type settings accordingly when creating new Search campaigns.
How Foundery Can Help
At Foundery, we understand that navigating the frequent changes in Google Ads can be challenging. As Google continues to emphasize automation and AI, staying informed and proactive is key to optimizing your digital marketing spend.
Need help adapting to these changes or setting up your next campaigns for success?
