Keywords remain critical (and necessary) for standard Search campaigns. Yet other entities increasingly determine account success. Keyword queries alone don't reveal searchers' intent.
Consider keywords as themes, a starting point. For example, a phrase match bid on 'baseball gloves' could trigger searches for 'baseball gloves under $100.' Yet an advertiser whose gloves cost more than $100 could opt not to assign negative keywords, as Google may know searchers' preferences and show ads accordingly.
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