3 ways PPC campaign management could soon change – Search Engine Land

Search marketing has evolved rapidly in the past 12 months. This trend will likely continue to accelerate over the next two years.

Automation and AI have already revolutionized the search industry, and it’s worth considering what other changes could be coming our way in the future.

Based on recent history and other indications from platforms like Google and Microsoft, here’s what might be in store for our PPC campaigns.

1. Match type consolidation into broad

Google and Microsoft want advertisers to migrate to broad match. It’s no secret.

Eventually, phrase and exact match will likely be phased out in favor of broad match.

PPC platforms have augmented these match types’ functionality in the last three years. No longer the stalwart of search query control, the operation of exact match may show on searches that have the same meaning or same intent as the keyword.

When Google retired modified broad match in 2021, it also augmented the functionality of phrase match. Phrase match may show…

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The post 3 ways PPC campaign management could soon change – Search Engine Land first appeared on SEO, Marketing and Social News | OneSEOCompany.com.

source: https://news.oneseocompany.com/2023/07/26/3-ways-ppc-campaign-management-could-soon-change-search-engine-land_2023072648133.html

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