Google Ads queries update: Optimization and new features

Google continues to innovate to meet the needs of users and advertisers alike. Google's latest query management update marks a significant step forward, both for the accuracy of search results and the effectiveness of advertising campaigns. This article explores these new features in detail, in particular the improvements made to misspelling management and trademark control.

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Trademark control: Inclusion and exclusion

Google improves brand control in search network ads, enabling advertisers to better determine the delivery of their ads.

New trademark inclusions and exclusions

Branded inclusions : By running broad query campaigns, Google ensures that your ads only match queries related to your brand.
Brand exclusions : You can prevent your ads from appearing on certain queries, especially those containing brand names you don't want associated with your ads. Initially available for PMax campaigns, this feature has now been extended to all match types and dynamic search network ads (DSAs).

Important information: For the time being, these updates only concern large queries.

Query optimization and spelling error management

Spelling mistakes are common, especially when Internet users type their searches quickly. For example, there are over 1.5 million different ways to spell "YouTube". Google has long been aware of this, and already has mechanisms in place to match these errors with the correct keywords in your campaigns, saving you the trouble of creating multiple versions of campaigns with and without mistakes.

New features for spelling mistakes

Until recently, these misspelled queries did not appear clearly in the reports, often grouped together under the "Other" category. With Google's new update, these terms will now be reported in aggregate with their correct spelling, making an additional 9 % search terms visible.

This update also extends to negative keywords. So you no longer need to add faulty variants to your negative keywords to obtain complete reports.

AI and improved advertising performance

These improvements have been made possible by artificial intelligence. Thanks to a better understanding of natural language, Google can now more accurately interpret search intentions, regardless of spelling mistakes.

Thanks to these optimizations, advertisers can improve the performance of their broad searches by 10 %, generating more qualified traffic and a better conversion rate.

Conclusion

Google's recent updates to query management and brand controls represent a major step forward for advertisers. By integrating better handling of misspellings and refining brand inclusions and exclusions, Google now enables finer optimization of advertising campaigns. Thanks to artificial intelligence, searches are interpreted more accurately, increasing the quality and relevance of results.

These improvements translate into a significant increase in the performance of broad query campaigns, with more qualified traffic and better conversion rates. As a result, advertisers can achieve their objectives more effectively, and obtain more comprehensive and detailed reports.

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