Keywordless ads allow advertisers to capture long tail search queries without needing to manually create broad or phrase match keywords. The system works by associating an advertiser's URL with a keywordless campaign and generating ad creatives that automatically match user search queries based on the content of the advertiser's web pages. This allows ads to reach more relevant queries as user search behavior and product offerings change over time.

1. Keywordless Ads
Capturing the long tail - quickly scale up your search advertising
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2. Potential of the the long tail
20% of queries that users search on each day have not been seen in the
1 last 6 months (if at all)
2 70% of queries in the US have no exact-matched keywords
The proportion of user queries with > 3 words is rising and is now 54.5%
3 in the US
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3. How can you capture this missing traffic?
Broad/Phrase keywords Exact keywords
Wide query coverage, but High precision ensures that
expansions don’t take your web matched queries are relevant, but
page content into consideration very hard to cover everything
Can’t create ad copy tailored to Difficult to keep up if products or
each query services are changing
Keywordless Ads
Quickly and precisely target missing, relevant
queries without the need for keywords
Allows you to keep up both with the ever-
changing products or services on your site, and
the user queries themselves
Creative titles are automatically generated to
closely match every query
Google Confidential and Proprietary 3

4. How do Keywordless Ads work?
1. Advertiser decides they would like to
drive more traffic to their website
2. Instead of creating lists of keywords for
these pages, the advertiser simply
associates their URL with a new AdWords
campaign
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5. How do Keywordless Ads work?
3. Advertiser specifies a creative template
(lines 2, 3 and visible URL) which is
relevant to all pages in the campaign
(Auto-generated first line)
(Auto-generated first line)
Clean and close to subway
Clean and close to subway
Students save 20%!
Students save 20%!
www.example.com
www.example.com
4. Users then enter queries into Google,
which are compared with page content from
the advertiser’s URL to find matches
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6. How do Keywordless Ads work?
5. If a relevant web page is found, the matching
creative from the keywordless campaign is
shown, and the creative title is auto-generated
New York Budget Hostel
New York Budget Hostel
Clean and close to subway
Clean and close to subway
Students save 20%!
Students save 20%!
www.example.com
www.example.com
6. The user is then sent to the best landing
page on your site, as determined by the
keywordless system
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7. What to expect from Keywordless Ads
Google Confidential and Proprietary 7