PPC affects after BERT update; Impact on the initiators

Google makes constant updates of the algorithms every year to increase the relevance of the SERP. As an online marketer, you are already aware of this fact. To date, BERT has been one of the most significant algorithm updates rolled out by Google and is considered the most significant change since the search engine giant released Rank Brain.

How PPC affects after BERT update; Impact on the initiators

Not to mention, this update has left advertisers curious about what exactly BERT is and how PPC affects after the BERT update. What impact will this update have on search results now? To get answers to all these questions, read this article.

What is BERT Update?

BERT stands for Bidirectional Encoder Representations from Transformers. This algorithm uses a neural network to facilitate a contextual understanding of the content through Natural Language Processing.

Previously, Google’s search processors analyzed the words in a search query in the same order in which they were entered, ie. from left to right. However, under the BERT algorithm, users’ search queries are processed in two ways.

In other words, the BERT update helps Google understand the use of prepositions in a search query or understand the words that have dual meaning. This enables the search engine to produce better results by understanding the context, intent or words of the users in the query.

Thus, we can say that Google is getting wiser to search day by day. You must too!

Let’s discuss how the BERT algorithm update will affect PPC or paid search advertisers.

How will PPC affect after BERT update?

While most digital marketers are discussing the impact of the BERT update on SEO, some are concerned about the impact of BERT on PPC. But since SEO and PPC go hand in hand, it is not wise to believe that BERT will not affect paid advertising.

Let’s look at what the BERT update means for paid search advertisers.

BERT implications for PPC advertisers

BERT algorithm update will force advertisers to shift their focus around users’ intent-based strategies. Let’s see how!

With the BERT update, Google has become even more determined to translate users’ needs based on their search queries. Therefore, paid advertisers must also prioritize the intentions of the users. Therefore, they need to understand and address the users’ plan and give them the most relevant results rather than irrelevant campaigns.

So advertisers need to become more proficient at understanding the purpose of the searches based on the keywords for paid campaign goals.

Impact of the BERT update on promoters

Suppose a user searches, “how do you change the oil in your own car.” They will see several ads for car oil change in the search results. Some of the ads may also offer special offers. But these offers and offers are not what the user is looking for. As a result, the ad becomes irrelevant to users’ search queries.

Since the user wants to know how to change the oil in their car on their own, the paid search advertisers need to stay relevant to the search query by adjusting or changing their strategy. For example, one can add additional information content or offers on tools needed to perform the process.

In addition to adjusting the ad strategy to get CTR, you also need to make sure that your landing page copy and ad match the changes.

What if you do not embrace intentional PPC strategy?

Well, it does not provide the best customer experience. If you fail to target the intent of the search phrase and present a series of irrelevant ads that the user may not be interested in, your ad’s relevance score will decrease.

As a result, the CPC will increase and the clicks you have achieved will decrease. In addition, Google may not show your ads in the search results. So it would not be wrong to say that paid search should be in line with the intent of the users or see the impact of BERT.

What does the future hold for PPC under BERT?

Since BERT will influence content marketing and SEO, it will likely also affect PPC marketing. However, it may take longer to see the most significant effect of BERT on PPC. Therefore, the best way to approach this new arena is to start slowly.

An intent-based strategy is the most scalable start for future growth. While it is quite difficult to implement this strategy at all stages at once, you can take it as an expansion plan for the future.

Furthermore, if the use of long-tail keyword phrases continues, there will be an excellent chance for marketers to mine my new keywords and boost the existing ad groups.

Below is what PPC advertisers can do to take advantage of the BERT update

  • Focus more on dynamic search ads. It helps you leverage Google’s AI to automatically create ads based on users’ search queries. These dynamically generated ads will work well with BERT, providing better ROI on the PPC campaign.
  • Customize your intent-based strategy with budget, campaign or metrics with all users’ intent stages.
  • Retailers should advertise to reach consumers’ intentions at every step of the sales funnel. If you do not have enough budget to build such a strategy, you can target the intent instead of keywords. Additionally, you can partner with a professional PPC service provider to navigate the challenges this tactic may present.
  • Run a test campaign by expanding your previous keywords; it will help you become more precise in the intention.


Thus, Google has become wiser. But unfortunately, marketers also need to get smarter to respond to it. BERT update gives the search engine a better opportunity to understand what people are searching for. While this is good news for users, it is a bit challenging for PPC advertisers, SEO professionals and content creators.

So it is high time to adopt a purpose-based strategy to deliver the information that users want. Once you’ll be able to run a purpose-based advertising campaign that complies with BERT changes, you’ll start generating better ROI in no time.

Justin Mark

The great need for digital marketing in today’s world has made me share some amazing trends that everyone should know. I, Justin, have been in the business (Citylocal 101) for years and have also written professionally. My articles are promising enough to serve you with everything that delivers, what digital marketing is, and what SEO steps can make you win the game. Stay tuned and grab the best.

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