{"id":1534073,"date":"2024-03-10T12:02:58","date_gmt":"2024-03-10T16:02:58","guid":{"rendered":"https:\/\/www.practicalecommerce.com\/?p=1534073"},"modified":"2024-03-11T21:10:23","modified_gmt":"2024-03-12T01:10:23","slug":"optimizing-google-ads-without-keywords","status":"publish","type":"post","link":"https:\/\/www.practicalecommerce.com\/optimizing-google-ads-without-keywords","title":{"rendered":"Optimizing Google Ads without Keywords"},"content":{"rendered":"<p>Keywords were once the core targeting mechanism in Google Search campaigns. Keywords informed searchers&#8217; needs and advertisers&#8217; ads and landing pages. But the importance of keywords dwindled in the last decade for various reasons, including:<\/p>\n<ul>\n<li>Less-precise match types.<\/li>\n<li>Intent-focused smart bidding.<\/li>\n<li>Keyword-less campaign types.<\/li>\n<\/ul>\n<p>Keywords remain critical (and necessary) for standard Search campaigns. Yet other entities increasingly determine account success. Keyword queries alone don&#8217;t reveal searchers&#8217; intent.<\/p>\n<p>Here&#8217;s how to future-proof Google Ads accounts <a href=\"https:\/\/www.practicalecommerce.com\/how-google-uses-keywords\">beyond keywords<\/a>.<\/p>\n<h3>Less-precise Match Types<\/h3>\n<p>The problem:<\/p>\n<p>Exact and phrase-match campaigns used to show only ads with the precise keywords. For example, bidding on the exact match of &#8220;baseball gloves&#8221; would only trigger ads when searchers typed that identical query. Phrase match bids would show only ads with the exact words <em>in the same order<\/em>.<\/p>\n<p>Over time, Google introduced relaxed variants for similar queries, such as:<\/p>\n<ul>\n<li>Singular and plural (&#8220;baseball&#8221; glove),<\/li>\n<li>Misspellings (&#8220;baseeball&#8221; gloves),<\/li>\n<li>Close variants (&#8220;catcher&#8221; gloves).<\/li>\n<\/ul>\n<p><a href=\"https:\/\/www.practicalecommerce.com\/reassessing-google-ads-broad-match\">Broad match keywords<\/a> combined with smart bidding are now common. Google says it considers users&#8217; recent searches, the landing page content, and other keywords in an ad group. Thus a broad match ad for &#8220;low-carb diet plan&#8221; can show for:<\/p>\n<ul>\n<li>&#8220;carb-free foods,&#8221;<\/li>\n<li>&#8220;low-carb diets,&#8221;<\/li>\n<li>&#8220;mediterranean diet books,&#8221;<\/li>\n<li>&#8220;how to cut carbs for beginners,&#8221;<\/li>\n<li>&#8220;carb-free meals.&#8221;<\/li>\n<\/ul>\n<p>The solution:<\/p>\n<p>Consider keywords as themes, a starting point. For example, a phrase match bid on &#8220;baseball gloves&#8221; could trigger searches for &#8220;baseball gloves under $100.&#8221; Yet an advertiser whose gloves cost more than $100 could opt <em>not<\/em> to assign negative keywords, as Google may know searchers&#8217; preferences and show ads accordingly. Perhaps a searcher has queried with and without price and demonstrated (to Google) her preference for gloves costing more than $100. This leads to the next point.<\/p>\n<h3>Intent-focused Smart Bidding<\/h3>\n<p>The problem:<\/p>\n<p>Manual bidding gives advertisers the most control. An example is setting a maximum amount per keyword. Furthermore, advertisers can place modifiers, such as increasing mobile bids by 20%. But those manual tactics are now outdated given the shift to intent and away from words alone.<\/p>\n<p>The solution:<\/p>\n<p>Google&#8217;s <a href=\"https:\/\/www.practicalecommerce.com\/value-based-bidding-drives-google-ads-success\">smart bidding<\/a> uses artificial intelligence to optimize conversions or revenue. Google&#8217;s AI tracks hundreds of signals to show the right ad to the right user and adds device or location modifiers automatically. An advertiser with most sales between 1:00 and 5:00 p.m. could see its bids automatically increase during this time.<\/p>\n<p>The actual keyword is less important. A query for &#8220;research baseball gloves&#8221; \u2014\u00a0 normally information-focused \u2014 could show an ad <em>selling<\/em> baseball gloves if the searcher&#8217;s previous queries were shopping-related.<\/p>\n<h3>Keyword-less Campaign Types<\/h3>\n<p>The problem:<\/p>\n<p>The rise of close variants and smart bidding can seemingly mask advertisers&#8217; keyword gaps. Yet Google <a href=\"https:\/\/support.google.com\/google-ads\/answer\/11180624?sjid=8793001299167421107-NA\">claims<\/a> billions of searches daily, with 15% new queries. It&#8217;s impossible to bid on every existing or future keyword, even for huge accounts.<\/p>\n<p>The solution:<\/p>\n<p><a href=\"https:\/\/www.practicalecommerce.com\/using-google-ads-for-full-funnel-marketing\">Shopping<\/a>, <a href=\"https:\/\/www.practicalecommerce.com\/understanding-dynamic-search-ads-in-2021\">Dynamic Search Ads<\/a>, and <a href=\"https:\/\/www.practicalecommerce.com\/google-ads-streamlines-switch-to-performance-max\">Performance Max<\/a> campaigns show ads on Google Search results. None use keywords, focusing instead on other factors. Shopping and Dynamic Search campaigns show ads based on advertisers&#8217; product-feed attributes and site content. Even Performance Max, with ads on Google&#8217;s Display Network and on Search, relies on advertiser-provided signals.<\/p>\n<p>In short, search intent \u2014 not keywords \u2014 increasingly determines which ads appear.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Google&#8217;s AI detects seachers&#8217; intent, lessening the need for keyword bidding. <\/p>\n","protected":false},"author":390,"featured_media":1534168,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":"","_wp_rev_ctl_limit":""},"categories":[58297],"tags":[],"class_list":["post-1534073","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-google-ads",""],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.2 (Yoast SEO v25.2) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Optimizing Google Ads without Keywords - Practical Ecommerce<\/title>\n<meta name=\"description\" content=\"Google&#039;s AI detects seachers&#039; intent, lessening the need for keyword bidding.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.practicalecommerce.com\/optimizing-google-ads-without-keywords\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Optimizing Google Ads without Keywords\" \/>\n<meta property=\"og:description\" content=\"Google&#039;s AI detects seachers&#039; intent, lessening the need for keyword bidding.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.practicalecommerce.com\/optimizing-google-ads-without-keywords\" \/>\n<meta property=\"og:site_name\" content=\"Practical Ecommerce\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/practicalecommerce\" \/>\n<meta property=\"article:published_time\" content=\"2024-03-10T16:02:58+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-03-12T01:10:23+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2024\/03\/Google-Ads-without-Keywords.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"360\" \/>\n\t<meta property=\"og:image:height\" content=\"240\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Matthew Umbro\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@matt_umbro\" \/>\n<meta name=\"twitter:site\" content=\"@practicalecomm\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Matthew Umbro\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"NewsArticle\",\"@id\":\"https:\/\/www.practicalecommerce.com\/optimizing-google-ads-without-keywords#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.practicalecommerce.com\/optimizing-google-ads-without-keywords\"},\"author\":{\"name\":\"Matthew Umbro\",\"@id\":\"https:\/\/www.practicalecommerce.com\/#\/schema\/person\/b43182ca7e31d2a9ef0f6bfc8b9c89bd\"},\"headline\":\"Optimizing Google Ads without Keywords\",\"datePublished\":\"2024-03-10T16:02:58+00:00\",\"dateModified\":\"2024-03-12T01:10:23+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.practicalecommerce.com\/optimizing-google-ads-without-keywords\"},\"wordCount\":527,\"publisher\":{\"@id\":\"https:\/\/www.practicalecommerce.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.practicalecommerce.com\/optimizing-google-ads-without-keywords#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2024\/03\/Google-Ads-without-Keywords.jpg\",\"articleSection\":[\"Google Ads\"],\"inLanguage\":\"en-US\",\"copyrightYear\":\"2024\",\"copyrightHolder\":{\"@id\":\"https:\/\/www.practicalecommerce.com\/#organization\"}},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.practicalecommerce.com\/optimizing-google-ads-without-keywords\",\"url\":\"https:\/\/www.practicalecommerce.com\/optimizing-google-ads-without-keywords\",\"name\":\"Optimizing Google Ads without Keywords - 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