Paid Media News & Opinion #138

Google tests new RSA search term categories tool for intent-based insights

Source

> What’s happening

Google Ads is testing a new reporting feature for Responsive Search Ads (RSAs) called Search Term Categories, designed to show previously hidden insights into user intent and campaign performance.

Previously available only for Performance Max campaigns, this tool is now being tested with RSAs to group user search queries into categorised themes and subthemes based on their intent, even including terms that were previously withheld due to privacy thresholds.

Instead of listing individual search queries, Google now clusters related terms into categories and subcategories, helping advertisers identify broader themes driving traffic. Each category includes aggregated performance data such as Conversions, Search Volume, CTR, and Conversion Rate.

Particularly useful when Broad Match keywords are in play. Instead of focusing on specific terms, the categories reflect user intent, aligning with how Broad Match works. Search queries that are either low in volume or don’t fit well into defined categories are grouped under a general “other” label.

> Why we care

The introduction of Search Term Categories for RSAs is could be a significant enhancement for advertisers, especially those leveraging Broad Match or experimenting with creative-heavy formats.

Historically, advertisers struggled with limited visibility into search terms due to privacy restrictions. This tool enables some of that lost insight, now in a more strategic, aggregated format that respects privacy but remains actionable.

By organizing queries around user intent, advertisers can focus on themes that actually drive conversions, instead of chasing exact-match keywords. This aligns with Google's continued push toward AI-driven, intent-based targeting.

As the shift continues from keyword precision to AI-driven targeting, tools like Search Term Categories gives advertisers actionable insights to influence performance without needing granular query-level data.

This is especially relevant as RSAs are now the default ad type in Search campaigns, and Broad Match continues to gain favour in Google’s automated strategies.

Reddit expands automated bidding to brand awareness campaigns

Source

> What’s happening

Reddit is continuing to build out its advertising platform by extending automated bidding capabilities to Brand Awareness and Reach campaign objectives. While automated bidding has already been available for performance-based goals like conversions, app installs, and lead generation, this update now brings those tools to top-of-funnel strategies focused on visibility and scale.

With this change, advertisers running campaigns aimed at increasing visibility can now choose from two automated bidding strategies:

• Lowest Cost: Optimises for the most impressions possible within your budget.

• Cost Cap: Allows advertisers to set a maximum CPM (cost per 1,000 impressions), giving greater control over budget efficiency.

Reddit says the goal is to simplify bid management, reduce manual adjustments, and let advertisers focus more on strategic impact rather than constant campaign tinkering.

The new automated bidding tools are now available globally and can be set up directly within the delivery settings of each ad group by selecting a budget, choosing a bidding strategy, and optionally setting a CPM cap when using Cost Cap.

> Why we care

Reddit’s decision to bring automated bidding to Brand Awareness and Reach objectives marks a significant upgrade in its advertising capabilities.

Manual bidding can be time-consuming and inefficient, especially in awareness campaigns where the primary KPI is visibility, not direct conversions. With automated bidding, advertisers can reduce campaign management while still optimizing for performance at scale.

The Lowest Cost option allows for broader reach without micromanaging bids, while the Cost Cap model gives brands a safety net against overpaying for impressions. This helps improve media efficiency and maintain predictable CPMs, which is critical when managing upper-funnel budgets.

Reddit’s rollout of automated bidding to awareness-focused campaigns signals a maturation of Reddit’s advertising ecosystem. Advertisers have a unique opportunity to reach highly engaged, intent-driven audiences in a less crowded ad space.

This update lowers the technical barriers for brands to start testing Reddit ads effectively and makes it easier to scale brand campaigns and measure impact with less manual work.

Google adds ‘Locations of interests’ to AI Max targeting

Source

> What’s happening

Google Ads has introduced a new “Locations of Interest” targeting option at adgroup level in AI Max Search campaigns. This setting allows advertisers to target users based on where they want to be, not just where they are physically located, and works in addition to standard campaign-level location targeting.

This new setting isn’t currently overly documents in Google’s help resources and appears in the process of rollout, but we have seen it in some of our own client accounts so it does seem like it will be available to all imminently.

> Why we care

Previously this could be achieved by either targeting these additional locations as standard, or choosing “presence or interest” as an option when choosing locations.

However, this has always felt quite broad and wasteful, often stretching interest far beyond the ideal. This new approach feels a more sensible way to keep ad targeting a bit more structured, whilst also being open to those searching for destinations outside of their current location - such as when planning travel, relocation, or researching events and local services.

What else we've been talking about:

• Google tests new keyword setting for AI Max at ad group level

• Google cuts conversion tracking for accounts without consent mode

• TikTok expanding their team and efforts for Search Ads

• Microsoft Ads rolls out website exclusion tools for Search & Audience ads