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6 KEY INSIGHTS ON KEYWORDS FOR 2025: EXPERT TIPS YOU NEED TO KNOW!

In recent years, Google Ads has seen significant changes to keyword matching behavior, from the introduction of close variants to the removal of modified broad match, along with updates to query matching logic. As these updates continue to evolve, staying ahead of the curve is crucial. In this post, I’ll guide you through these changes and offer expert tips on how to prepare for the future of keywords in Google Ads.

“When you change one thing, you have the ability to change EVERYTHING.”

1. EXACT MATCH IS THE NEW BROAD MATCH

WHAT’S CHANGED

The way keyword match types work in Google Ads has evolved.
Previously, exact match meant “Ads may show on searches that exactly match or closely vary from your keyword.” But since 2021, it now means “Ads may show on searches that share the same meaning or intent as the keyword.” Same name, but a very different definition.

While this shift happened a few years ago, changes in Google Ads accounts have only become noticeable in the last year, and they’re eye-opening!

Here’s what you need to know: Let’s use “digital marketing services” as an example to explain how the three keyword match types work today.

EXACT MATCH

Ads show for searches with the same meaning as your keyword. For example, “digital marketing services” might match a query like “google ads agency.”

PHRASE MATCH

Ads show for searches that contain the meaning of your keyword. So “digital marketing services” could match something like “best facebook ads freelancer.”

BROAD MATCH

Ads appear for searches related to the meaning of your keyword. For example, “digital marketing services” could match a query like “branding agencies in New York.”
Heads up! Even with exact match keywords, your ads could be showing up for searches you didn’t intend. For example, one client of mine noticed competitors appearing in her exact match brand search campaign just last year. To stay on top of this, regularly check your search terms report and add negative keywords as necessary. You can also use Google Ads scripts to automatically negate “close variant” matches if this becomes a frequent issue.

2. NEGATIVE KEYWORDS DON’T WORK HOW YOU THINK THEY DO

WHAT CHANGED

As of June 2024, Google announced that negative keywords will now block misspellings. This is a game changer for advertisers who previously had to manually block every potential misspelling.

What you need to know: For example, if you want to block “Google Analytics” from triggering your ads, you no longer need to block each misspelling like “analytic,” “anlytics,” etc. A single negative keyword like “analytics” will now automatically block all misspellings.

Watch out! It’s still unclear how this change will work for brand names with intentional misspellings or homographs (like “minute” [time] vs. “minute” [small]). Be proactive and review your negative keyword lists to ensure accuracy.

Stay tuned as Google Ads continues to evolve, and be sure to adjust your strategies accordingly!

3. YOU CAN (FINALLY) EXCLUDE YOUR BRAND FROM PERFORMANCE MAX

WHAT CHANGED

The brand exclusions feature has expanded to include all search and Performance Max campaigns. If you don’t want to advertise on searches for your brand, a competitor brand, a partner’s brand, etc., Google says it’s now possible with brand exclusions.

WHAT YOU NEED TO KNOW

In the campaign settings for your search or Performance Max campaign, you can create a “brand list” of brands you’d like to exclude. Using the branded terms you select as a guide, Google will exclude you from advertising on all searches related to that brand.

For example, if you add “YouTube” to your brand list for exclusion, you would not show ads on searches for “youtube,” “yitibe,” or even “google music app.”

WHAT TO WATCH OUR FOR

Brand exclusions are helpful, but not foolproof. You’ll still want to check your search themes report (PMax) and search terms report (search) regularly to ensure no brand variants are slipping through the cracks.

We expect the feature to continue to improve over time.

4. YOU CAN USE BROAD MATCH KEYWORDS FOR YOUR BRAND CAMPAIGNS

WHAT CHANGED

Brand exclusions are now called brand inclusions, and they work the opposite way of what you’re probably used to.

WHAT YOU NEED TO KNOW

Brand inclusions allow you to target searches specifically related to a certain brand using broad match keywords and a brand list. This is especially useful for keeping your brand-focused campaigns focused on your brand or targeting your competitors’ campaigns for a more competitive edge.

WHAT TO WATCH OUR FOR

Brand inclusions only work when the broad match setting is enabled for your search campaign. If you follow Google’s recommendation to “add brand inclusions and turn on broad match,” it will automatically change your campaign’s settings, making broad match the default. And that leads us to the next important point: the increasing emphasis on broad match in Google Ads.

5. GOOGLE WANTS YOU TO USE BROAD MATCH KEYWORDS…FOR EVERYTHING

WHAT CHANGED

In the past, the “broad match keywords” section of your search campaign settings was optional. But now, with a Smart Bidding strategy selected, the default setting automatically applies “on: use broad match keywords for your entire campaign.” Previously, it was set to “off: Use keyword match types.”

WHAT YOU NEED TO KNOW

This seemingly small adjustment brings two major changes to how your Search campaign functions.

  1. All keywords will be treated as broad match, regardless of the match type you selected (e.g., exact or phrase). Even if you add specific match types, Google Ads will override them once you hit “Save.”
  2. Keywords in campaigns with this setting enabled will be treated with the same priority as exact match keywords, meaning they’ll have the highest bidding priority in the auction.

WHAT TO WATCH OUT FOR

You’ll need to be aware of this setting in every campaign you set up, just like you check for search partners and the display network. While the broad match setting can be useful, it could lead to confusion if you’re not mindful that it’s enabled by default.

6. YOU CAN USE SEARCH THEMES (INSTEAD OF KEYWORDS) TO GUIDE YOUR PERFORMANCE MAX CAMPAIGNS

WHAT CHANGED

Last year, Google introduced the search themes beta for Performance Max, allowing advertisers to add up to 25 “words and phrases your customers use to find your offerings.” This helps Performance Max campaigns reach the most relevant audience.

WHAT YOU NEED TO KNOW

Now, Performance Max campaigns come with a search themes report that shows you the types of searches your ads have been appearing on. These search themes can now be used as a campaign input, not just an output.

However, it’s important to note that while search themes can guide the automation, Google ultimately decides when and where to show your ads to meet your goals. Search themes are optional and do not guarantee your ads will show for those specific searches.

WHAT TO WATCH OUT FOR

Adding search themes to Performance Max changes the way campaign priorities are set. When multiple campaigns could serve an ad on the same query, exact match keywords in search campaigns have the highest priority (#1). Phrase match keywords, broad match keywords, and PMax search themes share the second priority (#2).

In short, using search themes increases the likelihood of your PMax campaign serving ads similarly to your search campaigns. Without search themes, search campaigns will always take priority over PMax.

WHAT TO EXPECT FOR GOOGLE ADS KEYWORDS IN 2025

As AI advancements and shifts in search advertising continue to evolve, it’s clear that your traditional approach to keyword research will need to adapt. Experts predict that a more holistic approach to keyword strategy, one that focuses on a few core terms and combines them with precise audience targeting, will be key to success in 2025 and beyond. At McIvor Marketing, we specialize in optimizing search campaigns and helping you stay ahead of these changes. Let us help you maximize your keyword strategy and drive better results for your business.

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