In the latest Ads Decoded, Ginny Marvin talks with Shivani Mohan, who leads data science and UX research for consumer Search.
What Google says about how people search now:
They ask full questions and follow-ups instead of short keyword-style phrases
They search more because digging deeper is easier
What Google says about matching:
Keyword lists alone are no longer enough
AI Max and PMax can match ads to more complex, conversational queries
Strong Data Strength helps with that
Google's advice: build content around deeper questions and real-world scenarios, and map campaigns to the full customer journey, including early discovery.
No new feature or setting here. It's an interview with Google's view on search behavior.
Spotted by Google Ads.
