Google Ads alert: broad match auto-toggle raises concerns

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7 tips for conducting Google Ads audits

When moving from non-conversion to conversion-based bidding, Google appears to automatically enable broad match on campaigns.

  • This affects existing exact and phrase match keywords, converting them to broad match without user confirmation.

Why we care. Advertisers switching to conversion-based bidding could unknowingly have their keywords shifted to broad match. Broad match can drastically alter campaign targeting, leading to spikes in irrelevant clicks.

The response:

  • Advertisers, including Navah Hopkins from Optmyzr, flagged the issue, raising concerns about wasted budget and campaign performance.
    • Navah led the criticism, reminding us that she isn’t one to just disapprove of Google with no cause – “Those of you who know me know I’m usually pretty balanced when it comes to Google “choices” but this is a pretty horrible one (especially for those who aren’t as comfortable with Google Ads).”
    • Harrison Jack Hepp (Founder of Industrious Marketing) questions what happens to the original keyword – “Ugh, now I’m wondering does it pause the old keywords or remove them? Not exactly a simple change in most campaigns”
    • Christi Olson (Sr. Director Digital Marketing) expresses how self-serving Google strategies are – “Google has always prioritized what makes them the most $$ … not what is efficient or effective for ad spend. It’s not shocking.
  • Google Ads Liaison Ginny Marvin responded, stating this behavior is not expected and is under investigation.

Be smart:

  • Regularly audit keyword match types after changing bidding strategies.
  • Monitor campaign performance closely and revert any unintended broad match changes.

The bottom line. While Google reviews the issue, advertisers should stay vigilant. Overlooking keyword match toggles could mean the difference between a controlled PPC strategy and runaway ad spend.

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Google tightens ad policies to align with Search spam rules

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Starting December, Google will expand its “Abusing the ad network” policy to explicitly disapprove ads pointing to destinations penalized for violating Google Search spam policies.

The details:

  • Ads directing users to websites subjected to manual actions under Google Search’s Spam Policies will face automatic disapproval.
  • Site owners impacted by manual actions are notified through Google Search Console, giving them a chance to rectify issues.
  • The move aims to curb deceptive practices where advertisers attempt to drive traffic to spammy or manipulated web pages that have already been flagged by search enforcement teams.

Why we care. This update directly ties PPC performance to a site’s overall search health. If a site receives a manual action for violating Google’s spam policies, not only will organic traffic suffer, but paid campaigns driving to that destination will also be disapproved.

Neglecting site quality could now cut off both organic and paid traffic, amplifying revenue losses and disrupting marketing strategies.

Between the lines:

  • This enforcement raises the stakes for PPC managers (as well as SEO managers) . Sites hit with manual actions could see a direct impact on ad campaigns, not just organic search performance.
  • You will need to monitor Google Search Console closely and resolve any manual actions to prevent ad disapprovals.

The bottom line. By linking ad disapprovals to search penalties, Google is doubling down on ensuring a high-integrity digital ecosystem, nudging advertisers towards long-term best practices rather than short-term gains.

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