What Google’s query matching update means for future PPC campaigns

“Today, we’re announcing updates for Search ads query matching and brand controls.”

It’s been a while since one sentence from Google elicited such a positive reaction from the PPC community.

Last month’s changes to queries, match types and negative keywords were a welcome reminder that Google wants agencies and advertisers to trust it.

In this article, I’ll explain each of the changes to PPC advertisers and agencies and how they give us clues about Google’s future direction for paid keywords and targeting.

Dissecting Google’s improvements to query matching

Ginny Marvin’s tweet might be the first update in years that everyone has welcomed. Interestingly, these updates align with the idea of search themes and the future that Google Ads wants.