Google has refined ad targeting on its platform, allowing ads to appear when they match a user’s search term on Google or its partner sites. It recently added a prioritization chart to its support page.
The PPC expert Thomas Eccel considers this Google Ads’ prioritization chart very on point.
As Eccel shared on his LinkedIn profile, the prioritization is based on the following criteria:
- Exact Match: The Search Term is identical to the keyword. Prioritized over all other keywords
- Phrase & Broad: Search Term that matches the most identical phrase or broad keyword.
- AI-based prio: if your keywords are not identical to the search term, AI-based keyword prioritization ensures that only the most relevant broad match keywords are matched to your search term.
- Ad Rank: if you have keywords that share equal priority based on the above criteria, the one with the highest Ad Ranks wins.
“Now, Google Ads defines DSA und PMax as “ads that are equivalent to keywords that don’t exactly match the search term for selection preference”, therefore DSA and Performance Max ads are selected based on the highest 4) Ad Rank in comparison to other keywords in the account.
This means that if you want the highest coverage (auction wins) within your budget, DSA Descriptions copies and Asset Groups are very important, since they increase the Quality Score and therefore influence the Ad Rank positively,” consider Eccel.
Find here more details about keyword and search theme prioritization within a Google Ads account.
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