Late June 2024 saw some exciting and impactful changes to Google Ads, and for the first time in a while, advertisers have something to truly celebrate. These updates are designed to give advertisers greater control over their campaigns, particularly when it comes to query matching and search term reports—areas that have been a source of frustration for many marketers.
Whether you’re running your own campaigns or managing them through a PPC agency, now is the perfect time to review these updates and see how they can improve your advertising efforts. Here’s everything you need to know about these recent changes.
Key Google Ad Updates at a Glance
1. Brand Inclusions in Broad Match Campaigns
One of the most significant updates is the expansion of Brand Inclusions, a feature that was first introduced in broad match campaigns about a year ago. Brand Inclusions allow advertisers to limit broad match campaigns to only the brands they specify, refining the search terms their ads can match with. Google Ads has also introduced recommended brands to include within the recommendations tab. It’s important to note that this feature is only available for broad match campaigns. Once you enable Brand Inclusions, your campaign will automatically switch to broad match if it isn’t already.
2. Brand Exclusions Extended to All Match Types
Initially available only for Performance Max campaigns, Brand Exclusions have now been extended to cover all keyword match types and dynamic search ad (DSA) campaigns. This update offers advertisers more control over which queries their ads are matched to, ensuring that they appear for the most relevant terms. For businesses or any PPC agencies, this update provides a greater level of precision, potentially reducing wasted clicks and improving targeting.
3. Negative Keywords Now Block Misspellings
If you’ve ever struggled to block misspelt search terms in your negative keyword lists, this update is a game-changer. Google Ads now allows negative keywords to automatically cover misspellings. Instead of having to manually add countless variations of a word, a single negative keyword will now block all misspelt versions. Google’s data shows that there are 1.5 million ways to misspell “YouTube” alone—this new feature will save advertisers both time and effort while improving campaign efficiency.
4. Increased Search Term Visibility
For years, advertisers have expressed frustration over limited visibility into the search terms that trigger their ads. With this update, Google Ads will reveal up to 9% more search terms in your reports, particularly those that previously fell under the “Other” category. These additional search terms are largely misspelt versions of terms already visible, making this update a nice complement to the improved negative keyword functionality.
Why These Updates Matter
These updates are designed to enhance control, relevance, and efficiency for advertisers. Here’s why they’re important for businesses and PPC professionals alike:
Better Targeting with Brand Inclusions and Exclusions: You now have the tools to fine-tune your campaigns based on brand preferences, whether you want to include or exclude certain brands. This allows for greater precision in how your ads appear, making it easier to avoid unwanted clicks and focus on specific, brand-related searches.
Simplified Negative Keyword Management: By covering misspellings with a single negative keyword, you’ll reduce the manual work involved in managing your keyword lists. This is particularly beneficial for larger accounts with extensive keyword lists that previously required a lot of upkeep.
Improved Search Term Transparency: While the 9% increase in visible search terms might seem small, it gives advertisers more data to refine their targeting. Combined with better negative keyword management, this means campaigns can be more targeted, reducing waste and increasing cost-efficiency.
How These Changes Impact Your Google Ads Strategy
As an advertiser or PPC agency, these updates can have a profound effect on your campaign performance. To make the most of these changes, here are a few practical tips:
Utilise Brand Inclusions and Exclusions: Review your current campaigns to determine whether you should focus on certain brands or exclude others. If you’re running broad match campaigns, enabling Brand Inclusions can help refine your targeting and improve ad relevance.
Update Your Negative Keywords: With the expanded functionality of negative keywords, now is the perfect time to review your lists and ensure they’re aligned with your campaign goals. The ability to block misspellings will help cut down on irrelevant searches and wasted spend.
Monitor Search Term Reports: Keep an eye on the newly visible search terms in your reports to identify additional opportunities for optimisation. This could help you discover new keyword opportunities or areas for further refinement.
Final Thoughts
The June 2024 updates to Google Ads are a big win for advertisers seeking more control and efficiency. Whether you’re managing campaigns on your own or through a trusted PPC agency, these new features will help streamline your efforts and improve overall results. From Brand Inclusions and Exclusions to smarter negative keyword management, these updates offer plenty of opportunities to optimise and get better value from your Google Ads campaigns.
Need Help with Your Google Ads Strategy?
At Thundr Digital, we’re dedicated to helping you navigate the complexities of PPC and Google Ads to achieve your digital marketing goals. Whether you need assistance with campaign optimisation, query matching, or any other part of your paid advertising strategy, our Google Ads specialists at our PPC Agency Edinburgh are here to support you every step of the way. We have the expertise and resources to maximise the impact of your Google Ads campaigns and drive better results for your business.
Explore our digital marketing blogs, visit our PPC services page, or book a PPC consultation to learn how we can optimise your campaigns and elevate your online advertising strategy.
FAQs
Find quick answers to common PPC questions, including best practices for optimising Google Ads campaigns and improving your ad performance. Get expert insights to refine your PPC strategy and effectively manage your ad spend for better results.
What is PPC (Pay-Per-Click) Advertising?
PPC, or Pay-Per-Click, is a digital advertising model where you pay a fee each time someone clicks on your ad. It allows you to display ads on search engines like Google, as well as on social media platforms and other websites. Google Ads is one of the most popular PPC platforms, giving businesses the opportunity to show ads on Google Search, YouTube, and other Google partner sites.
How Does PPC Differ from SEO?
PPC and SEO are both strategies to increase visibility on search engines, but they work in different ways:
PPC (Pay-Per-Click): With PPC, you pay to have your ads displayed at the top of search engine results pages (SERPs) or across other platforms. The results are immediate as your ads begin showing as soon as your campaign is live, but continued visibility requires ongoing payments.
SEO (Search Engine Optimisation): SEO focuses on improving your website’s organic rankings through optimising content, technical elements, and building quality backlinks. It’s a long-term approach that builds over time, providing sustainable results without ongoing ad spend.
At Thundr Digital, we offer both PPC and SEO services under one roof, helping you develop a comprehensive digital marketing strategy that balances short-term and long-term goals. Whether you need immediate visibility with PPC or sustainable growth through SEO, we’ve got you covered as your all-in-one PPC agency and SEO agency Edinburgh that tackles business growth all over the UK.
How Much Does PPC Cost?
The cost of PPC varies depending on factors like industry competition, the keywords you target, and the geographical location. In Google Ads, you set a budget and only pay when someone clicks on your ad. The cost per click (CPC) can range from a few pence to several pounds, depending on the competitiveness of your keywords and audience targeting.
At Thundr, we focus on maximising your return on ad spend (ROAS). By carefully managing your budget and optimising your campaigns, we ensure you’re getting the best possible results for every pound you invest. Our goal is to drive conversions while maintaining cost-efficiency and improving your overall campaign performance.
How Can I Measure Google Ad Success?
Google Ads/PPC success is measured through key performance indicators (KPIs) such as:
- Click-Through Rate (CTR): The percentage of people who clicked on your ad after seeing it.
- Conversion Rate: The percentage of clicks that result in a desired action, such as a purchase or enquiry.
- Cost Per Conversion: How much you spend to acquire a lead or sale.
- Return on Ad Spend (ROAS): The revenue generated for every pound spent on ads.
Google Ads provides detailed analytics, allowing you to track the performance of your campaigns and make data-driven decisions.
What Are the Benefits of PPC?
- Immediate Results: Unlike SEO, PPC allows your ads to be seen immediately after launching a campaign.
- Highly Targeted: You can target specific keywords, locations, demographics, and even the time of day.
- Flexible Budgeting: You control how much you want to spend and can adjust your budget based on performance.
- Measurable Results: PPC provides clear metrics, so you can see exactly what’s working and optimise your campaigns accordingly.
What Should I Look for in an SEO Agency?
When choosing an SEO agency, look for a proven track record, transparent practices, and a deep understanding of local SEO. The agency should offer comprehensive services, including keyword research, on-page and off-page optimisation, and content creation. For a more personal connection and tailored strategies, consider local agencies like those offering SEO Edinburgh or Birmingham SEO agency.
Why Should I Use a PPC Agency?
Managing PPC campaigns can be time-consuming and requires ongoing optimisation to ensure the best results. A professional PPC agency Edinburgh can help you:
- Create and manage effective campaigns
- Improve targeting and ad relevance
- Analyse and refine your campaigns for maximum ROI
- Stay up-to-date with the latest Google Ads updates and strategies
By working with a PPC agency, you’ll get expert support and ensure your advertising budget is used effectively to generate leads and conversions.