Google Ads Updates 2024: Google Ads Revamps Query Matching


Google Ads has announced several updates to improve search query matching and brand-related traffic control. These changes, to be rolled out over the coming months, are part of Google’s ongoing efforts to enhance ad performance through AI technology.

Key Updates

1. Search Term Reporting

  • Change: Aggregation of misspelled search queries with correctly spelled counterparts in search term reports.
  • Impact: Reveals an average of 9% more search terms previously hidden under the “Other” category due to privacy thresholds.

2. Negative Keyword Functionality

  • Change: Automatic blocking of misspellings for words added as negative keywords.
  • Impact: Potentially reduces manual work required to manage negative keyword lists.

3. Brand Inclusions for Broad Match

  • New Feature: “Brand inclusions” for broad match campaigns.
  • Function: Allows advertisers to limit ads to queries related to specified brand names.

4. Brand Exclusions Expansion

  • Change: Brand exclusions, previously available only in Performance Max campaigns, now apply to all match types and Dynamic Search Ads.


  • Addresses long-standing issues with search term visibility and misspelling management.
  • Offers more nuanced control over brand-related traffic.
  • Potential for more efficient ad spend.

Benefits for Advertisers

  1. Time Savings:
    • Automatic misspelling blocking for negative keywords streamlines campaign management.
    • Frees up time for more strategic tasks.
  2. Brand Protection:
    • New brand inclusion and exclusion features provide tools for managing brand-related traffic.
    • Useful for capitalizing on brand searches or avoiding competing brands.
  3. AI-Powered Performance:
    • Leveraging Google’s AI improvements in broad match could lead to performance gains.
    • Potential for less manual optimization.

Additional Notes

  • Google claims recent AI-powered improvements have boosted broad match performance by 10% for advertisers using Smart Bidding.
  • The full impact of these changes on ad performance, cost, and campaign management will likely become clearer in the coming months.

Action Items

  • Review current campaign settings and prepare for the rollout of these new features.
  • Consider strategies to leverage brand inclusions and exclusions in campaigns.
  • Monitor search term reports for increased visibility into previously hidden queries.
  • Evaluate the potential impact of AI-powered improvements on broad match campaigns.