New Match Type Behavior, Ad Rotation Settings, & Labels

Well if you haven’t figured it out by now, Google likes to change things up… all the time. In the second half of April alone, we saw no less than 3 notable changes within Google Adwords. It’s tough to keep up with all this stuff, so we thought we’d put together an article highlighting what we think are the 3 most significant changes of late.

1. New Matching Behavior for Exact and Phrase Match Keywords

This is first on the list because we believe it’s a game changer. On April 17th Google announced that exact and phrase match keywords will now match close variants, including misspellings, stemmings, accents and abbreviations. Google’s reason for the change was to capture searcher’s intentions and increase opportunity for clicks.

What this means for advertisers and PPC managers is we don’t have to spend time creating various campaigns and adgroups to account for close variations of keywords. Here is a table to illustrate the new match type behavior.


Keep in mind that this change won’t take place until mid May, and you can control whether or not it affects your accounts. If you’d prefer this change not affect your existing accounts you can opt out by following this path:

Campaigns>>  Settings>> Advanced Settings>> Keyword Matching Options>> Do Not Include Close Variants

2. Ad Rotation Settings: No more even rotation of Ads

Currently you have 3 options for delivery of your ads: optimize for clicks, optimize for conversions, or rotate. If you select ‘rotate’ then your ads will show in an even rotation within adgroups, regardless of performance. In a few weeks, Google will no longer allow advertisers to choose this option. Instead, you will only be able to choose ‘optimize for clicks,’ or ‘optimize for conversions.’

To be clear, your new/edited ads will rotate evenly for a temporary period of 30 days to gather performance data. At that time the ads will begin being delivered based on performance and which optimization setting you chose (clicks or conversions). Anytime you add a new ad or edit ads within an adgroup, a new 30-day period will begin with the even rotation to gather data once again.

3. New Feature: Labels

            This is a new organization tool that could prove to be quite helpful for advertisers, and especially helpful for PPC Agencies. Remember those small, colored sticky tabs you used to use to mark important pages within books or notebooks? We know; it was a lifetime ago when we used real paper. Well, to put it very basically, ‘Labels’ are like those small sticky tabs/notes, but with much more function. This feature was announced April 24th, and is already available within Adwords.

With Adwords Labels, you can apply labels at any level. If you are a PPC manager or a business owner that has multiple PPC accounts, you can label different accounts. You can also apply labels to campaigns, ad groups, and keywords. You name the labels whatever you want, and then you can filter data based on the labels you’ve created. You can run reports to easily retrieve metrics of interest and compare data.

The below example is from the Adwords Agency Blog regarding labels:

For more info from Google on Labels, check out this article from the Google Help Center illustrating how to use labels in Adwords.

So there you have it. Three significant changes in the past 3 weeks. Hopefully this summary helps to keep you current and on top of that ever-evolving Google machine! Let us know if you have any questions or comments.

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