I’ve been running pay-per-click campaigns for nearly 20 years and have seen significant changes. A tactic that I once thought was cutting edge. now it’s outdated. Exciting new strategies are emerging and it’s fun to learn and try them out.
In this post, we will introduce the significant changes that will occur in 2025.
Keywordless search campaign
The “death of the keyword” prediction is not new. This suggests that keywords should be phased out as an optimization strategy and replaced with audience and other factors.
But search campaigns without keywords already exist. dynamic search ads P-MAX campaigns match user queries with site content. Advertisers can see queries, but there are no keywords to bid on. This is a general shift towards keyword-less campaigns and hints at the future.
Google is already redefining how broad match works. Queries that are not related to keywords can trigger ads based on other factors such as previous searches or the user’s location. For example, an advertiser who bids a broad match on the keyword “office desk accessories” can trigger an ad for “coffee mugs” if the user’s previous searches indicate an interest in desk items.
Based on that logic and the way Google triggers ads on phrase and exact matches, there are no longer any true match types. Google determines which queries are relevant. Keywords are a component, not the only focus.
Google says broad match is the most effective for advertisers because it uses the most audience signals. I disagree, at least in part. Because we know that using phrases and exact matches improves performance. But the bottom line is on the wall. Match type is not important.
According to Google, broad match uses the most audience signals and performs best for advertisers. Click on the image to enlarge.
A beta version of P-MAX’s campaign called “Search Theme” confirms that direction. Instead of submitting keywords, advertisers enter themes related to their products or services. For example, an advertiser selling recliners might enter “recliner,” “recliner,” “sofa recliner,” etc.
With keywordless search, Google A wider net with more data It then uses machine learning to display relevant ads.
same structure
I don’t think the structure of search campaigns has changed despite the absence of keywords. Campaigns organized by topic that have ad groups in their subtopics will continue. Ad copy reflects the ad group. Targeting is a combination of audience signals, including search themes, powered by first-party data.
Still, advertisers may wonder about removing keywords from search campaigns if P-MAX targets search networks. Why bother using a search campaign when the targeting options are the same as P-MAX?
There are several possible reasons.
First, advertisers cannot select networks in P-MAX campaigns. Your ads will appear on all Google properties. Settings are fixed and cannot be changed. Therefore, advertisers interested only in the search network should not choose P-MAX. Search campaigns are a better option.
Second, search has been at the core of Google for nearly 25 years. Even without keywords, removing a search campaign type would be too disruptive for advertisers who find P-MAX unfeasible.
So Google won’t force advertisers to move away from search. Google encourages keywordless campaigns, but doesn’t make them mandatory.
