Google's at it once again, unleashing a slew of big changes to its advertising platform in recent months. This means you'll have some exiting new features to enhance your digital marketing strategy, but you’ve got some learnin’ to do! Don’t sweat it, we got your back. Check out these webinar slides to learn: • Big changes happening to Expanded Text Ads. • What’s the deal with Google’s new “monthly spend limit” • Insights into new ad policies, and much more!

1. Big Changes to Google Ads:
What You Need to Know

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Susie Marino
• Content Marketing Specialist @
LOCALiQ
• Former Digital Marketing Consultant @
WordStream
• Boston Based

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Agenda
1. Sunset of modified broad match
2. Keyword matching improvements
3. Search terms report update
4. Sunset of expanded text ads
5. Monthly spend limits
6. 3-strike policy
7. Attribution model changes

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Homage to Modified Broad
Match Keywords
TLDR Stats:
Date: July 2021
Impacts: Search
Action needed? Yes
Level of difficulty: Beginner

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The history of Search keyword match types
Phrase
Modified Broad
Broad
Exact

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What changed

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What this means
● Changes fully went into effect in July 2021
● Change any remaining modified broad keywords
● Try broad match layered with advanced targeting or bidding
● Use phrase match more heavily going forward

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Updates to keyword
matching behavior
TLDR Stats:
Date: September 2021
Impacts: Search
Action needed? Yes
Level of difficulty: Advanced

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What changed
● Google refreshed how it matches your keywords up to search queries

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What this means
● Clean up keywords
● Remove any match type duplicates or close variants
● Exact match logic is now applied to broad and phrase
● Google is looking at query matching over context
● Stick with thematically consistent ad groups
● Be sure to leverage negative keywords

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Search Terms Report
Improvements
TLDR Stats:
Date: September 2021
Impacts: Search
Action needed? Yes
Level of difficulty: Beginner

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What changed
● The search terms report will now show more queries
● We'll now be able to see what high-volume searches we showed
for with impressions but no clicks
● In exchange, some historical data prior to September 2020 will be
removed in February 2022

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What this means
● Save any searches from before September 2020
● Start using search terms report more
● Be on the lookout for more info in the Insights page
● Use Google Trends and Auction Insights for extra help

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RIP expanded text ads
TLDR Stats:
Date: June 2022
Impacts: Search
Action needed? Yes
Level of difficulty: Intermediate

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What changed
● Expanded text ads (ETAs) editing capabilities will be sunsetted in June 2022
● Responsive search ads (RSAs) will be the new default search ad type

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Showdown: ETA vs. RSA

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Showdown: ETA vs. RSA

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Showdown: ETA vs. RSA

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Showdown: ETA vs. RSA

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What this means
● Audit your current ETA and RSA status
● Edit your ETAs while you still can
● Get familiar with RSAs
● Dynamic search ads and call ads will still be available
● Always have a back-up plan

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What's the deal with
monthly spend limits?
TLDR Stats:
Date: June 2021
Impacts: Credit card accounts
Action needed? No
Level of difficulty: Beginner

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What changed
● Accounts paying by credit cards can now have the option to cap off
spend at the account level.

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What this means
● Ongoing roll out to certain accounts
● Daily budgets will remain a requirement
● Can be limiting, but helpful to budget-conscious accounts

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3 strikes, you're out!
Google's 3-strike policy
TLDR Stats:
Date: July 2021
Impacts: High-risk businesses
Action needed? Yes
Level of difficulty: Intermediate

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What changed
● Specific ad policy violations will start receive penalties ultimately
ending with account suspension.

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What changed

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What this means
● Know how to leverage appeals
● Know how to contact Google support
● Most advertisers won't be impacted
● If you're questioning it, don't put it live!
● Always have a back-up plan

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Default attribution models
TLDR Stats:
Date: October 2021
Impacts: All accounts
Action needed? Yes
Level of difficulty: Advanced

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Quick attribution model refresh

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What changed

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What this means
● Over the coming months, Google will switch the default attribution model
from last click to data driven attribution
● Google removed any minimum data requirements for data driven attribution
● You can change your attribution model
● Compare them in real time to prepare

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Final Thoughts

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Google is listening.
1. Changes will continue to come.
3. Push for automation.
2. Most changes are beneficial.
Be nimble and take them in
stride!
4. Always have a back-up plan!
Try other channels.
Key takeaways
It's clear Google is evolving its
machine learning. Get
comfortable with automation.

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Thank You!