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Whilst looking at adding new keywords to a very niche AdWords campaign this morning, I stumbled across a new feature in how adverts are being displayed. Up until now, one of the main reasons to house different ad groups in a campaign is so that you could create keyword themes and write the ad text around them. It was also advised, where possible, to have the main keyword you are bidding on in your headline and/or ad text. This meant when a user searched for the exact phrase/keyword, Google would automatically highlight this in your ad text, making your advert stand out and possibly increasing your CTR.
However, if you look at the screenshot below, this may not be necessary in the future of paid advertising.
As you can see, Google has made the association between the word divorce, which is highlighted in the ad text, and the search term “matrimonial”, without it being bid on or written in the ad text.
On the surface, I can see the benefits of this - from the time management of setting up multiple ad groups, to having visibility on related search terms, which may not have come to the forefront when initially setting up a campaign. However, I’m guessing this will also have the opposite effect and may, in some cases, cause your ad text to be shown for unrelated terms too. Although I have not been able to bring up any examples from our accounts to show you, I would advise you to ensure all negatives are up to date and correct on your entire account.