It is very interesting to see how Google Search ads is slowly moving from keyword targeting to thematic targeting.
Trying to get as close as possible to an audience based targeting solution like Facebook by removing access to search queries, and pushing smart campaigns (black boxes)
When you select an audience on Facebook, you don't really know what's behind it. Facebook takes responsibility for delivering the message to the right person and does it quickly.
Google is trying to replicate this magic. The only way to do that is to remove access to keyword data and then create some themes / audiences which will be a mix of keywords and audiences.
In just a few months, we lost : 50-75% of the search queries and exact match is the new BMM.
The next logical step should be to remove match types. A KW would be a sort of audience.
There are, however, some advantages:
- CPC could go down for very competitive KWs.
- It will give more room for the AI to really work
I'm just afraid that Google will train its machine with your marketing money...
However, they could also generalise a pay-per-conversion model. In this case, this is not a problem.
Then the real magic can begin... and I'll have to get a new job :)
How we’ve helped an e-commerce to optimise its Google Shopping feed and go from an ROAS of 3 to 7.