Right now, Google Ads only presents sponsored links to sites that they feel have a high level of relevancy to the entered query. This level of relevancy will soon become much more broad, as Google has announced that it will allow ads to be displayed as long as their meaning somewhat matches what the individual is searching for. Unfortunately, this change may come with some setbacks for advertisers. Business owners who are utilizing Google Ads can expect to pay higher fees, as well as experience a large number of impressions that have lower lead generation.
- These changes may end up costing advertisers more due to the number of invalid impressions that are going to be made after the upgrade.
- Experts warn that PPC managers may have to start analyzing their search reports on a daily basis for advanced analysis.
- This new Google upgrade will possibly create new marketing opportunities as a larger number of keywords will be targeted.
“Google Ads has recently announced that it now allows ads to be served for queries that it understands to share the same meaning on broad modified and phrase match keywords.”