In 2021, PPC professionals navigated changes in keyword match types and automated bidding, scratched their heads at the prospect of a future without third-party cookies and navigated their role in an increasingly automated industry.
Prompted by the vision that platforms, like Google, have for their services as well as increased concern over user privacy, these changes underscored adaptability as one of the traits that define successful marketers. Below, we’ve summarized the most impactful changes, announcements and developments that shaped PPC this past year and, in all likelihood, will continue to influence the years ahead as well.
Farewell, broad match modified keywords
In Q1 2021, Google announced a significant change to how it treats phrase match keywords by expanding it to include broad match modifier traffic (BMM).
“Broad match now looks at additional signals in your account to deliver more relevant searches,” Google also announced. These signals include landing pages and keywords in your ad group.
The PPC community’s reaction to this news was mixed: “With the recent changes that Google has made, it seems like a bit of a (very) thinly veiled attempt to take back control from advertisers,” said Amy Bishop, owner of Cultivative, “You can’t optimize against what you can’t see, and you certainly can’t optimize against controls that have been taken away.”
Kirk Williams, owner of ZATO Marketing, had a different opinion: “This is simply a logical progression in [Google’s]...
Read Full Story: https://searchengineland.com/ppc-2021-in-review-privacy-and-automation-force-advertisers-to-adapt-377960
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