Are keywords dead in 2025?

Since 2012, I’ve watched keyword strategy evolve in ways few of us could have predicted. The days of obsessing over exact match types and trying to control every single search term are largely behind us. With Google’s steady push toward automation—and the aggressive promotion of broad match—the rules have changed. But here’s the thing: while automation is reshaping how we manage campaigns, keywords still matter. They just matter differently now.

I learned about broad match the hard way. (Anyone else accidentally bid on “weather” or “Justin Bieber” in broad match circa 2015? The results were… suboptimal, to say the least.) Back then, broad match was something I avoided unless I had budget to burn—or avoided entirely. It often led to irrelevant traffic, inflated costs, and hours of cleanup. But today, when paired with Smart Bidding and strong conversion data, broad match can actually outperform more restrictive match types. I’ve seen it surface high-intent queries we never would’ve thought to target manually. It’s more intelligent and more contextual. Google isn’t just matching on text anymore—it’s analyzing user behavior, search history, and real-time intent signals to make smarter decisions.

That said, automation doesn’t replace strategy. It still needs direction. Even when broad match is doing the heavy lifting, your keyword choices shape campaign intent. They act as signals to the algorithm, and if you feed it vague or off-brand inputs, your performance will reflect that. These days, I treat keywords as strategic anchors. I build tightly themed ad groups, align messaging with real user intent, and keep a close eye on search term reports. Because even with all the advancements in machine learning, nothing replaces human oversight.

I continue to use a mix of match types—especially when precision is important. For branded campaigns or limited budgets, exact and phrase match offer more control. Broad match, on the other hand, is a powerful tool for discovery and scale. It’s not about picking sides—it’s about knowing how and when to use each type to support your goals.

What’s become crystal clear to me is that success in modern PPC is all about partnership. Automation delivers scale, speed, and optimization. But human strategy delivers nuance, intent, and brand alignment. I’ve seen what happens when campaigns run on autopilot—performance flattens and valuable context disappears. But when you pair smart automation with thoughtful strategy, PPC becomes more than a traffic driver—it becomes a true engine for business growth.