The future of search campaigns is moving towards keywordless optimization. Instead of traditional keywords, advertisers will increasingly use themes to define their products.
The way Google’s broad match works is evolving; ads can appear for queries unrelated to specific keywords, guided more by audience signals and user behavior.
Performance Max campaigns exemplify this shift, showing that advertisers can engage effectively by focusing on broader themes rather than exact keyword matches.
As advertisers, we need to adapt to this changing landscape where the concept of keywords is becoming less crucial, with Google driving relevance through user-centric signals.
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