Google Ads just changed... again.

Over the last 4 years, we’ve audited over 250 accounts.

And let me tell you…

I've seen brands bleed 100,000s of dollars because they're not adapting to the latest updates.

Recently, Google rolled out 4 new interesting features that caught my eye.

So I figured I’d break them down for you.

Let’s get into the details…

1. Search term reporting

Google’s now grouping misspelled search queries with their correctly spelled versions in search term reports.

That means you’ll get 5-10% more search terms that were hidden before.

For example…

If someone searched for "Rolex Wtches" before, there was a chance it’d be hidden from your report

Now it’ll be grouped with "Rolex watches", giving you a clearer picture of how people are finding your ads.

2. Negative keywords functionality.

Google’s taking the hassle out of managing negative keywords.

Google will automatically block misspellings of words you add as negative keywords.

For example…

If you add “cheap” as a negative keyword…

Google will now automatically block variations like “cheep” or “cheao.”

Your ads won’t appear for searches like “cheep Rolex”

3. Brand Inclusion For Broad Match Campaign

Google is rolling out a brand inclusion feature for broad match campaigns.

You can now limit your ads to queries related to specific brands.

Perfect for controlling which brands you want to associate with.

Say you're selling designer handbags.

You can set up a broad match campaign that only triggers searches related to the brands you stock.

That way, your ad budget is spent on the most relevant searches.

4. Brand Exclusions

The final update is brand exclusions.

This feature ensures your ads won’t show up for queries linked to brands you want to avoid.

Previously, this was only in pMax

But now you can use it across all match types and Dynamic Search ads.

You can use this feature to:

• Build prospecting campaigns

• Capitalize on your brand searches

• Avoid competing with specific brands

Powerful way to manage brand-related traffic.

These updates are here to save you time, protect your brand, and boost your ROAS.

But here’s the important thing: knowing where and how to use them.

Get familiar with these features, see how they fit into your strategy, and then execute.

Jackson,

Founder and CEO of Echelonn.

P.S. Got a friend interested in Google ads? Share the love and send them our way.

If you’re that awesome friend, you can subscribe here.