The Future of PPC Campaign Management

The Future of PPC Campaign Management

Potential Changes You Need to Know

Pay-per-click (PPC) advertising has become an essential component of most digital marketing campaigns today. It provides businesses with a cost-effective way to reach their target audience and drive conversions. However, the PPC landscape is constantly changing, and what worked a few years ago may not be as effective today. In this blog post, we explore three possible changes that could soon impact PPC management and how you can prepare for them.

Match Type Consolidation Into Broad

Google Ads currently offers several match types, including broad match, phrase match, exact match, and broad match modifier. However, shortly, we may see a consolidation of these match types into just one broad match type. This means that advertisers will need to rely more on negative keywords to ensure their ads are showing up for the right queries.

Implementing Negative Keyword Research

While this change could simplify things for advertisers, it could also lead to a decrease in click-through rates if ads are showing up for irrelevant queries. To prepare for this shift, businesses should begin implementing negative keyword research and analysis to ensure their ads are only shown to the most relevant searchers.

Channel Consolidation Into Blended Campaigns

Historically, businesses have had to create separate campaigns for each channel they advertise on, such as Google Ads, Bing Ads, Facebook Ads, and Instagram Ads. However, as these channels continue to merge and integrate, we may see a consolidation of them into one blended campaign type.

Potential Challenges

This could mean that businesses will have more opportunities to show their ads across multiple channels simultaneously, but it could also present challenges with targeting and ad creativity. To prepare for this potential change, businesses should begin testing integrated campaigns across these channels and analyzing the results carefully.

Optimization Score Suggestions Into Auto-Applied Recommendations

Google Ads currently offers an optimization score that provides suggestions for improving your campaign’s performance. However, we may soon see these suggestions converted into auto-applied recommendations that are automatically executed unless you opt out.

Preparing For Possible Change

While this could save time for advertisers and improve campaign performance, it could also limit the control that businesses have over their campaigns. To prepare for this possible change, businesses should begin analyzing their campaigns regularly and understanding the impact that automated changes could have on their performance.


The PPC landscape continues to evolve rapidly, and businesses need to stay up-to-date on the latest changes. By preparing for these three potential changes, businesses can stay ahead of the curve and ensure their PPC campaigns remain effective and profitable. In addition, working with a reputable PPC agency can help businesses maximize their campaigns’ potential and leverage the latest best practices to drive results. As always, careful planning and ongoing analysis are key components of success in PPC advertising.

AdToro Staff

Copyright © 2023 AdToro LLC.

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