Google REVEALED its 6-step keyword-matching system for search ads
It starts with a query that Google processes to determine eligibility.
Then it checks campaign and ad group eligibility based on parameters like geotargeting, audience targeting, negative keywords, etc..
Then determines whether a campaign uses broad match – location, recent searches, and landing page are parameters, too.
Google evaluates responsive search ads (RSA) through the RSA creative system, which assembles best-performing creatives from headlines and descriptions.
Then Google uses Ad Rank to calculate bids and determine the ad placement.
At the final auction, the relevance is determined by the meaning of the search term, the meaning of all keywords in a group, and the landing page.
Grouping campaigns can help you avoid segmenting and reducing the available data for Smart Bidding optimizations, which would tank your ad performance.
Also, Any look into the inner workings of Google Ads is useful. Definitely worth taking a closer look at if you want to drive up those click-throughs
And if you’re doing content marketing, you know how seriously Google takes well-crafted, authoritative content. The new datasets feature should help you produce some of your own.