In recent months, there has been a wave of interest in Artificial Intelligence (AI), largely due to the immense improvements in this technology. Large language models (LLMs), for example, now allow for a deeper understanding of language, which has led to conversations with AI that are much more natural and intuitive.
This same technology has improved broad match, a Google Ads setting that helps brands reach more users and reduces manual keyword work, in promotional campaigns.
While broad match has been around for a long time in Google Ads, its first version wasn’t perfect and began to lose momentum about 15 years ago. Back then, you could have matched a search query, like “treat a pet at home” with an irrelevant keyword, like “pet treats”. At the same time “treat a pet at home” would not have matched the related “without a vet”, since the two sentences do not contain any of the same words. But thanks to new advances in AI and continuous updates, broad match has evolved and can now better understand nuance and context and make it easier to search online.
In fact, today’s broad match comprises search queries from the
consumers and patients, at a deeper level and can identify the intent of the
keywords, makes it one of the most effective solutions for advertising
based on searches and thus brings the information closer, at the time of consumption.
Thanks to new AI capabilities, LLMs can now better understand the
search intent of a user, as billions of snippets are integrated
of text, so that they can learn all the variations and meanings of a word or
phrase, as well as which sequences make sense.
This is a great example of AI learning from you and you learning from it. The success of the
broad match, it depends on the contribution of messages and creativity of the user and
understand very well who this is and can show interest in the content they generate
brands, offices or doctors, to potentiate in the media, the presence of
content of interest.
Fountain:
Rothuizen, DW, & Skut, W. (2023). ‘Back to the future’: The old marketing feature that will drive new marketing success. ThinkWithGoogle. https://www.thinkwithgoogle.com/marketing-strategies/automation/advances-in-broad-match