Looking back at PPC, thinking about how far we’ve come is wild.
We used to have four match types: exact, phrase, modified broad, and broad.
Ad copy? Started with basic text ads, moved to expanded text ads, then responsive ads, and now — boom — PMax (because apparently, Google said, “You know what? Let’s just throw it all into one pot and call it a day.”)
And audience targeting? It went from being an afterthought to becoming center stage.
Here’s the thing: Google’s not here to be stale. It does an incredible job of adjusting and changing with its audience. As more people gained access to smartphones, faster internet, and now AI-powered everything, the way they search changed.
It’s no longer just where they search — it’s also how, why, and with what intent.
That’s where we are today:
A heavier reliance on Google’s automation and machine learning.
This isn’t new news—I know—but it’s important. If you’re still focusing your PPC strategy on keyword targeting without adapting to audience behaviors, you’ll feel the shift (and not in a good way).
It’s Not Just About Keywords Anymore (and That’s a Good Thing)
Humans are complicated. You can’t match human behavior to just one keyword or a straightforward search query anymore.
That’s why Google’s platforms are evolving: moving towards AI-optimized targeting based on audience signals and search themes, not just static keywords.
Search Engine Land even predicted that by 2026, keyword match types might be phased out entirely.
Instead, campaigns will rely on broader, intent-based targeting fueled by audience signals.
We’re already seeing this now:
- PMax campaigns focusing on audience signals
- Search ads incorporating more automation into match types
- Responsive ad formats over rigid text ads
And here’s where it gets interesting.
New Audience Exclusions and Placement Controls You Should Know About
PMax initially felt like letting a toddler drive a car. You had basically no steering wheel. Just vibes.
But now?
Google’s giving us more levers to pull — especially regarding audience and placement exclusions.
Some notable new audience exclusions you should start using:
- Custom Segments (based on interests, apps, search behavior)
- Customer Match Lists (your uploaded first-party data)
- Affinity Audiences (users who consistently show interest in topics)
- In-Market Audiences (users who are actively shopping)
- Life Events (target people going through significant life changes — weddings, moves, new jobs)
And don’t overlook placement exclusions, especially with PMax and Discovery campaigns. You can (and should) block:
- Certain YouTube channels
- Mobile gaming apps
- Low-quality websites that only exist to burn through your budget with junk impressions
Pro Tip: If you’re not actively setting placement exclusions, your campaigns are vulnerable to being wasted on audiences that were never going to convert.
These exclusions aren’t just optional — they’re becoming essential.
Buying a Car: The Story That Explains It All
Think about buying a car.
If you walk into a dealership and say, “I want a car,” you’ll be overwhelmed. Do you want an SUV or a compact sedan? New or used? Electric or gas? Are you towing a boat or just commuting to work?
That’s precisely how search and audience targeting work now.
If you cast a wide net without breaking down your audiences, you’ll end up spending a lot of money showing your ads to people who don’t actually want what you’re offering.
Instead, it’s time to segment intentionally:
- Break down audiences into tighter, specific groups
- Create campaigns around intent (not just keywords)
- Use placement and audience exclusions to refine who you actually talk to
- Think about where your audience is in their buying journey — are they just browsing or ready to purchase?
This is the equivalent of walking into the dealership and saying:
“I’m looking for a reliable, fuel-efficient SUV under $30K because I have a growing family.”
It’s way easier for everyone.
The same logic applies to PPC campaigns.
The more focused you are with audience signals and placements, the better your AI-driven campaigns will perform — because you’re giving Google the right starting data.
Final Thoughts: It’s Time to Get Granular
This shift isn’t a bad thing.
It’s a reminder that marketing — like human behavior — is evolving. Instead of resisting it, lean into it.
- Segment your audiences
- Build campaigns with specific buying intents in mind.
- Regularly review your placements and audience exclusions.
- Keep testing and learning because, guess what? Google’s AI is learning with you.
The days of relying on keywords alone are behind us. The future of paid search belongs to those who understand their audience, guide the AI smartly, and don’t let the machine just “figure it out” without supervision.
We’re not driving blind anymore — we’re just learning to navigate a new kind of road.
Buckle up.
