Artificial Intelligence and Google Broad Match

Since the dawn of Google Ads, broad match has existed and perhaps, not always has thrived through the internet scene. Google, along with various other online platforms, has evolved and their marketing/advertising strategies through keyword search engines has too developed over time. In this new wave of internet technology, artificial intelligence spikes out interest, as previously mentioned in posts about ChatGPT, for example. Advances specifically in Google AI broaden marketing horizons–how does this happen? And is it successful?

About Broad Match

Google uses machine learning and natural language comprehension in their technology to determine keyword matching and eligibility. It is designed to help ads reach a wider audience, and this can be highly effective without requiring you to build an expensive keyword list. On the backend of SEO, these keywords can make-or-break a site’s engagement and attention. But with this now more advanced technology, any keyword that is still somewhat relevant to your ad can match a user to it. It is general matching, however, and this is where concerns may arise.

Broadening Even Further

Today, broad match now identifies people’s search intent, not just their exact keywords. If you search for “running shoes”, other related results can be connected from keywords like “shoes”, “footwear”, “training shoes”, etc.

In the past, search intent looked different. The order of the words didn’t matter when, really, it does for some people’s initial need for the search results. And the general match of “footwear” could result in ads for any kind of shoe, not just “running shoes”. Search intent can now look like an analysis of word order; translation, for instance. “French to English” is different from “English to French”, although the same keywords are used in either order. 

Broad match and Ad Rank

Previously, broad match would have looked at Ad Rank as a way to determine what happens when two ads for the same advertiser connect to the same query. Ad Rank is calculated using a variety of factors, like the context of the person’s search (location, device, time of search) or auction-time ad quality. This wasn’t the best way to go about search query matching, so with recent developments of AI, today’s broad match considers supporting information, such as other keywords in the ad group and even the ad’s landing page. 

Multilingual Matching

Since Broad Match can be quite general overall, it lacked depth in connecting users through multilingual matching. If a user decides to search in another language that is different from the original device setting, broad match now recognizes this and uses that information to serve the right ads. This is more so the case in countries where many people are bilingual.

Broad Match and Phrase Match

Google has also recently brought together Broad Match and Phrase Match, they write that, “phrase match will expand to cover additional broad match modifier traffic, while continuing to respect word order when it’s important to the meaning. This makes it easier to reach customers and manage keywords in your account”. 

Creative Marketing and AI

As much as AI has played a role in developing better search engine technology, it can still be said that the human touch can make an even greater impact on Google Ad services and marketing tools. We encourage looking at the metrics, performance, engagement, and selecting the right bidding strategy, for optimal results of broad matching in marketing. 

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