Advanced location targeting

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Location targeting no longer means you’re targeting people who are actually in that location. For location-focused businesses, this irrelevant traffic skews CTR data.

An ad with a high CTR for "Mowers Prague" focused on Prague now r dominican republic mobile database eaches people from all over the country who are "interested" in Prague. The specific headline "Mowers Prague" performs less well in Brno or Ostrava. The broader headline "Garden Equipment" gets more clicks. The ad with the highest CTR is actually the least relevant to the client's target audience and offerings.

Extended match type definition
Google Ads has expanded its approach to match types, which affect how closely a user's search must match the ad's keywords. This expansion results in ads showing on less relevant or related search queries, which distorts the true effectiveness of CTR as a performance indicator.

The exact keyword [luxury spa treatments] could now match searches for “cheap spa stays” or “home spa ideas.” Again, it’s unlikely that the most relevant headline will have the highest CTR when the search terms aren’t truly aligned with the keyword.

Limited search term data
The reduction in transparency of search term data in Google Ads marks a significant shift from the past, when advertisers had more complete access to the actual queries that triggered their ads.

This change prevents advertisers from fully identifying and negating irrelevant or low-intent queries, increases the number of irrelevant impressions and clicks, and introduces hidden variables affecting metrics like CTR.

The importance of ads is increasing
Advertisers used to have to fight to get a click, but now it’s harder to qualify a click. When CTR was introduced as a measure of ad relevance, Google ads were limited to the right column with just 95 characters of text.

Today, the character limit for Responsive Search Ads (RSA) has tripled to 270 characters. With the removal of the right column, competing organic links are now pushed further down the SERP, instead of appearing side by side.

By incorporating images, sitelinks, and other assets, both branded and non-branded ads can now occupy the entire space "above the fold" in the SERP.