The vagaries of digital marketing and the latest advancements continue to surprise us. When it comes to adopting strategies for Pay-Per-Click (PPC) and a revamp in its keyword search tactics, keeping a close eye on such changes would determine your brand identity in this fierce competition. As the search engine protocols keep changing its course, scroll down to have a complete overview of PPC company keyword search strategies.
Google’s Algorithm and relevant keywords are playing the prime role in the backend process of search engines. And the Algorithm updates of recent past define the significance of “keywords”, that Google uses to match the search terms with keywords inculcated in the concerned web pages. However, Google has started to give less importance to these keywords lately. A lot has been changed. Take for an example, last week I tried a Google search for an interview. But I could not recall the exact terms or keywords. But I had certain ideas about its gist. And by putting that into searches, immediately I got the result. Google knew what I was searching for. Hence, the natural language has started to supplant the keywords. Now, Google can recognize syntaxes, entities, conversations, and sentiments, which make every search query answerable.
Apart from “Neutral Matching” which take consideration of related searches or involved context, Implicit queries, in contrast, are also given priority. The queries like your location, search history, behavior, and demographics are taken as criteria. The search engine i.e Google uses these corollaries to display the search results. Let’s say, your search for a dentist and the search result portray dental offices and rental stores, etc. How does this happen? Google juxtaposes implicit and explicit queries to come up with a universal result in organic searches.
Zero relevance of keywords in the Ad Serving Process: The success of display advertisements is solely relying upon the relevance of keywords according to the Ad campaign. And it is one of the driving forces behind the smooth functioning of Google Ads’ auction model, Ad Rank. However, the Ad formats that appear on Google searches don’t have the option of bidding on keywords. Moreover, the campaigns for Dynamic Search Ads (DSA). AdWords Express or Smart Campaigns, Shopping Ads and others have gone keyword-less completely. Today, Google relies upon your business type, products, or website to control the ad campaign.
Google has always tried to expand the span of keyword matches to obviate any mismatch in searches. Hence, the role of “Broad keyword Match” came into existence. As per Google, last year substantial changes noticed how people tend to search for their queries. There are many tweaks and turns take place while doing the searches. And with that, the role of exact match becomes limited. Google has changed the Exact match functions to involve abbreviations, related/implied words, reordered words, synonyms and more. And now the Exact match behaving like Broad match and with that exact coverage has vanished. As broad coverage of keywords is sticking to every match type, the significance of an exact or precise keyword match has become obsolete.
On a bid to provide satisfactory customer and client experience, Google has started to keep the irrelevant ads and quantitative keywords out of the picture. Now, even if your Ad get considerably low clicks while the CTR (Click-Through-Rate) remains high, the ad will remain valid. Apart from that, Google also tries to avoid doling out SERP experiences to spammy users who look for information only rather for a product purchase. Hence, bidding on keywords which has relevance and accurately serves the purpose, will be taken into consideration.