e ways PPC management will soon change

In the last 12 months, search marketing has changed dramatically. This trend is likely to continue over the next couple of years.

Search has already been revolutionized by AI and automation. It’s time to consider what else could change in the near future.

Here’s a look at what our PPC campaign might look like based on the recent past and other indicators from platforms such as Google and Microsoft.

1. Consolidation of match type into broad

Google and Microsoft are pushing advertisers to switch to broad match. It’s no secret.

In the future, exact and phrase matches will be replaced by broad matches.

In the past three years, PPC platforms have enhanced these match types. Exact match is no longer the standard for controlling search queries. It may appear on searches with the same meaning as the keyword or the same intent.

Google enhanced the functionality of phrase matching when it retired modified broad matches in 2021. Phrase match could appear on searches that contain the meaning of your keywords. Google says that the purpose of the keyword may be implied and the user’s search can be more specific.

Advertisers have shifted away from the concept of total control due to changes in exact and phrase. Advertisers are now using a wider range of queries that match their targeted terms.

In the past, advertisers did not like that broad match does not allow them to control their queries. Google has updated the broad match keyword program to last 12-18 months.

Automating paid search is a major change. Match types will also be affected. Google will retire another match type within the next year.

The phrase match will be the next match type to die, given the advances in automated bidding as well as the combination of “Search + Performance Max.” Google will allow advertisers eight to twelve months to make changes before making major changes. Although we still have some time left before the change, time is not on my side.

The exact match keyword may survive consolidation. Advertisers can still control their mission-critical, high-value keywords.

Performance Max will eventually migrate Dynamic Search Ads. They overlap in their functions and can compete against each other. This is especially true when advertisers use broad match, PMax, and DSAs. They will both have to go.

We will continue to evolve as we move towards a world that is centered on broad matches.

2. Consolidation of campaigns into blended campaigns

Since its launch in 2021, Performance Max has become a hot topic within the PPC industry.

Many search marketers are hesitant to adopt this campaign due to valid reasons.

• PMax is a black box system with limited information and insights.
• Need for drivers and levers of optimization

Google is committed to offering advertisers greater control and more options despite these challenges. Microsoft has released a version of its own.

Due to the cross-channel attribution challenges and optimization issues, many advertisers require help in optimizing their campaigns.

Google has recognized this issue and addressed it by increasing investments throughout the marketing funnel, and introducing data driven attribution.

Google Ads will launch data driven attribution in September 2021. This intelligent machine-learning software analyzes historical data in order to determine the credit that each ad should receive for a conversion. Google Ads made DDA default attribution settings for all new conversion actions starting in October 2021.

DDA is key to unlocking Performance Max’s power. DDA gives you a better understanding of your ads’ impact on conversions by taking into consideration all ad interaction before the conversion.

This new measurement approach will also lead the Google ecosystem to consolidate channels. Performance Max is only the beginning of a new age of blended campaign types.

Google Marketing Live announced exciting new developments as part of their ongoing efforts to consolidate the channels. The new campaigns for demand generation and video views cover the entire buyer’s journey.

Demand generation campaigns focus on driving consideration and discovery in the middle of the funnel through YouTube placements and discovery.

PMax captures demand at the bottom end of the funnel and generates sales across Google’s properties. These new campaigns, along with Google’s data driven attribution system, usher in a new age of intelligent and effective advertising.

While discovery campaigns are separate products, their inventory is available for all three types of blended campaigns. It is possible that it will eventually be integrated into the larger campaign structure and streamline the process.

Google’s commitment towards consolidating channels and optimising its data-driven system of attribution is leading the way to more efficient and effective advertising strategies.

After consolidation, the campaign types could look something like this:

• Video views can be used to increase awareness in the upper funnel.
• Demand generation drives mid-funnel decision making.
• Performance is the key to bottom-funnel results.
• Google’s biggest property is covered by a search (with a broad match only).
• This network is unique and therefore, it’s important to create universal app campaigns.

3. Optimize score suggestions to automatically apply recommendations

Optimization scores (or OptiScore), within Google Ads, is the last area that will be affected by automation and AI.

Google currently offers auto-generated suggestions for optimization within their Recommendations section of the ad platform. Advertisers have the option to choose which suggestions they wish to use or ignore.

Google Ads will launch autoapply recommendations in April 2021. This feature allows advertisers the ability to apply recommendations automatically to their accounts, without having to manually review and approve each.

AAR is still a mixed bag for advertisers. The advertisers I have spoken to do not want even more automation. AAR changes have caused accounts to go haywire.

Google continues to promote and invest in the AAR product. It is only a question of time until AAR becomes part of the core automation features for Google Ads. AAR elements may be applied directly to the account without being able turn them off.

This prediction is based on the fact Google promotes AAR often, often indicating its focus and direction. Some AAR features may not be required, but they could have a subset.

PPC management will be transformed by AI and automation.

Automation and AI will likely lead to a consolidation of broad matches and the retirement other match types such as phrase match.

Google’s commitment in optimizing its data driven attribution system fuels channel consolidation to blended campaigns such as Performance Max. This gives advertisers more options and control.

Google Ads may be forced to include auto-applied suggestions as automation advances, changing the dynamic of paid search. PPC campaigns will be shaped by the integration of AI and automation technologies.

The article How PPC Campaign Management Could Soon Change first appeared on Search Engine Land.