On June 30, 2025, **Google Ads unveiled a transformative approach** to broad match keyword experimentation, radically reshaping how advertisers test their keyword strategies. The **new methodology** aims to simplify the process by removing the necessity for campaign duplication. Instead, it **efficiently divides traffic and budget** within existing campaigns, creating a more streamlined testing environment.
According to the official Google Ads documentation, this innovative approach focuses on “delivering faster results and reducing common experimentation errors” by managing traffic and budget within a single campaign framework. This substantially boosts the **efficiency of ad spend** and test execution.
Summary
Who: Google Ads serves advertisers employing Search campaigns with Smart Bidding strategies.
What: The introduction of a new Broad Match experiments methodology that allows keyword match type testing within single campaigns, eliminating the need for campaign duplication.
When: Announced on June 30, 2025, and available immediately across Recommendations and Experiments pages.
Where: Accessible globally via the Google Ads interface in the Recommendations and Experiments sections.
Why: The goal is to achieve faster experimental results, minimize setup errors, and condense learning periods by keeping traffic within existing campaign structures.
The Traditional Approach
Previously, advertisers faced the cumbersome task of duplicating entire campaigns to conduct broad match experimentation. This involved creating one version as a control, while the duplicate acted as the treatment arm, complicating the process and increasing the **risk of synchronization issues**. As a result, learning periods were extended and hindered the overall effectiveness of keyword strategy tweaks.
The New Methodology
Now, the updated system operates more seamlessly. **Traffic and budget allocation** occur within a single existing search campaign. The control group maintains a portion of the original keywords, while the treatment group receives a combination of both original and broad match keywords. This design eliminates common pitfalls, leading to:
- **Significantly fewer setup errors**.
- **No synchronization issues** between campaign versions.
- **Shortened learning periods**, allowing advertisers to adapt quickly.
Accelerated Results
The advantages are substantial. Advertisers can now gain faster statistical significance in their results, as the concentration of traffic allows quicker assessments of broad match performance compared to traditional match types. This efficiency means insights can be gleaned more swiftly, enhancing **data-driven decision-making**.
Implementation Pathways
To utilize this new feature, advertisers can follow one of two straightforward pathways:
- From the **Recommendations page** by selecting “View XX recommendations” and applying it as an experiment.
- Directly via the **Experiments page**, where users can create an experiment through the “Add Broad Match keywords” card.
Setting Up an Experiment
Setting up an experiment is simplified. Advertisers should define start and end dates, give the experiment a name, and Google Ads takes care of the traffic distribution automatically once launched. This polished experience ensures that users can focus on **analyzing results,** rather than cumbersome setup.
Unveiling Results
Results are conveniently housed under the “Experiments” tab, providing an expanded “Experiment summary” view. This centralized reporting eliminates the complexity of manually comparing performances across separate campaigns—everything is synthesized, making it easier to draw conclusions.
Automated Results Application
A game-changing feature of the new system is its ability to **automatically apply favorable experiment results** to campaigns. Advertisers can allow changes to be implemented automatically if performance metrics improve, thus reducing operational overhead and permitting **optimal timing for broad match keyword adoption**.
Technical Requirements and Limitations
However, the feature is not universally applicable. It is available only for campaigns utilizing **Smart Bidding strategies**, excluding portfolio bid strategies. This initiative aligns with Google’s broader emphasis on automating bidding processes, making **conversion-based bidding** the focal point of advertising strategies.
The change reaffirms Google’s commitment to enhancing ad performance while progressively improving advertising measurement capabilities. For those interested in the continuous evolution of Google Ads, it’s worth noting that previous updates included streamlining video experiments and enhancing Performance Max campaigns.
Conclusion
This new broad match experimentation feature marks a significant leap forward. It effectively lowers the barriers for smaller advertisers who may have previously found traditional testing methods daunting due to setup complexities and lengthy testing periods. The streamlined approach not only maintains **statistical rigor** but also offers immediate benefits through quicker implementation and results, making it an essential tool for today’s digital marketers.
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