PPC affects after BERT update; Impact on promoters

Google makes constant algorithm updates every year to increase relevance in the SERP. As an online marketer, you are already aware of this fact. So far, BERT has been one of the most important algorithm updates implemented by Google and is considered the most significant change since the search engine giant launched Rank Brain.

How PPC Affects After BERT Update; Impact on promoters

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

What is the BERT update?

BERT stands for Bidirectional Encoder Representations from Transformers. This algorithm uses a neural network to facilitate contextual understanding of content through natural language processing.

Previously, Google’s search processors analyzed words in a search query in the same order that they were entered, that is, from left to right. But, under the BERT algorithm, users’ search queries are processed bi-directionally.

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

Therefore, we can say that Google is getting smarter for searches day by day. For what it should!

Let’s analyze how BERT algorithm update it will affect PPC or paid search advertisers.

How will PPC affect after the BERT update?

While most digital marketers are discussing the impact of the BERT update on SEO, some are concerned about the effects of BERT on PPC. However, since SEO and PPC go hand in hand, thinking that BERT will not affect paid advertising is not smart.

Let’s take a look at what the BERT update entails for paid search advertisers.

BERT implications for PPC advertisers

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

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

Therefore, advertisers need to be more adept at understanding search intent based on paid campaign target keywords.

Impact of the BERT update on developers

Suppose a user searches “how to change the oil in his own car”. They will see numerous advertisements for auto oil changes in search results. Some of the ads may also offer special offers. But these offers and specials are not what the user is looking for. As a result, the ad becomes irrelevant to users’ search query.

Since the user wants to know how to change their car oil on their own, paid search advertisers must remain relevant to the search query by adjusting or changing their strategy. For example, you can add additional informational content or offers on the tools needed to carry out the process.

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

What happens if you don’t adopt the intent-based PPC strategy?

Well, it won’t offer the best customer experience. If you can’t target the intent of your search phrase and you present a series of irrelevant ads, the user may not be interested, your ad’s relevance score will decrease.

As a result, your CPC will increase and the clicks you have managed to earn will decrease. Also, Google may not show your ads in search results. So it won’t be wrong to say that paid search must align with users’ intent or face the impact of BERT.

What does the future hold for PPC under BERT?

Since BERT will affect content marketing and SEO, it will likely affect PPC marketing as well. However, it could take longer to see the more significant impact of BERT on PPC. Therefore, the best way to approach this new scenario is to start slowly.

An intention-based strategy is the most scalable start to future growth. While implementing this strategy at each stage in one go is quite difficult, you can take it as an expansion plan for the future.

Also, if long-tail keyword phrases continue to be used, marketers have an excellent opportunity to extract new keywords and boost existing ad groups.

Here’s what PPC advertisers can do to take advantage of the BERT update:

  • Focus more on dynamic search ads. It helps you take advantage of Google’s artificial intelligence to automatically create ads based on users’ search queries. These dynamically generated ads will work well with BERT, allowing for a better ROI on the PPC campaign.
  • Align your intent-based strategy with budget, campaign, or metrics across all stages of user intent.
  • Retailers must create ads to reach consumer intent at each stage of the sales funnel. If you don’t have enough budget to develop such a strategy, you can target the intent instead of the keywords. Additionally, you can partner with a professional PPC service provider to navigate the challenges this tactic can present.
  • Run a test campaign expanding on the keywords above; it will help you to be more precise in intention.


Hence, Google has gotten smarter. But, unfortunately, marketers must also be smarter to respond. The BERT update gives the search engine a better chance to understand what people are looking for. While it is good news for users, it is a bit challenging for PPC advertisers, SEO professionals, and content creators.

Therefore, it is time to adopt an intention-based strategy to deliver the information that users want. Once you’re able to run an intent-based ad campaign that aligns with BERT’s changes, you’ll start generating better ROI in no time.

Justin mark

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


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