Google Ads no longer runs on keywords. It runs on intent.
via searchengineland.com
Short excerpt below. Read at the original source.
Most PPC teams still build campaigns the same way: pull a keyword list, set match types, and organize ad groups around search terms. It’s muscle memory. But Google’s auction no longer works that way. Search now behaves more like a conversation than a lookup. In AI Mode, users ask follow-up questions and refine what they’re […]