How to leverage Google's Language & Intent Processing to make an...
Collin Schmelebeck | DTC PPC@SchmelebeckPPC
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Mar 26, 2026
~2 min read
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How to leverage Google's Language & Intent Processing to make an obscene amount of money
//Google Ads Keyword Thread//
//Google Ads Keyword Thread//
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what does language & intent processing even mean?
basically 👇
the google algorithm trying to understand the intent and meaning behind the specific words in a search query
basically 👇
the google algorithm trying to understand the intent and meaning behind the specific words in a search query
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Google recently switched from the old way to the new way
old way 🙃
<> keywords were matched by the syntax (matching specific words within each search)
so what's the new & improved way?
old way 🙃
<> keywords were matched by the syntax (matching specific words within each search)
so what's the new & improved way?
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the NEW Google Search way
<> keywords are matched by the semantics (the meaning conveyed by the search)
HUGE difference
old - a keyword in the search
new - the keyword meaning in the search
why did Google switch?
<> keywords are matched by the semantics (the meaning conveyed by the search)
HUGE difference
old - a keyword in the search
new - the keyword meaning in the search
why did Google switch?
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they want advertisers to reach more people that are interested in their business + remove the need for huge keyword targeting lists
oh and make more money by making it "easier" for people to start search campaigns
;)
oh and make more money by making it "easier" for people to start search campaigns
;)
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I should note that Google has also created a broad match targeting BONUS for the algorithm
if you use their broad match keyword...
you get access to these additional signals across your account when trying to match relevant traffic
if you use their broad match keyword...
you get access to these additional signals across your account when trying to match relevant traffic
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> Landing pages (account-wide)
> Keyword themes (ad group wide)
> Searcher previous searches
> Time of day
> Location of search
> even more in the "black-box" of Google Ads
a quick example of this would be someone typing in the word "rose" for a search
> Keyword themes (ad group wide)
> Searcher previous searches
> Time of day
> Location of search
> even more in the "black-box" of Google Ads
a quick example of this would be someone typing in the word "rose" for a search
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Google would then show search results (ads/organic) to possibly either rosé wine OR a dozen roses
all depending on the user performing the search
so how could you make more money with this?
1) actually take the time to understand what I just wrote down --> it's HUGE
all depending on the user performing the search
so how could you make more money with this?
1) actually take the time to understand what I just wrote down --> it's HUGE
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2) create search campaign experiments testing phrase/exact match keywords v broad match
<> which one performs better in your account?
<> make sure brand is included ;)
3) make sure your ad groups are categorically themed according to whatever you're targeting
<> which one performs better in your account?
<> make sure brand is included ;)
3) make sure your ad groups are categorically themed according to whatever you're targeting
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Quick & Dirty Way to Improve Your Search Results w/ Google's New Language & Intent Processing
1) actually take the time to understand what I just wrote down --> it's HUGE
2) create experiments testing different match types
3) ad groups are categorically themed
1) actually take the time to understand what I just wrote down --> it's HUGE
2) create experiments testing different match types
3) ad groups are categorically themed
