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.

At the end of the day, PPC isn’t a passive marketing tactic; it’s a competitive sport. If you want to be seen and drive real results, you have to step onto the mat, weigh in, and wrestle for your position. For those willing to commit, the payoff is real: increased visibility, better ROI, and measurable growth. If you’ve been sitting on the sidelines, now’s the time to get in the ring with a smart, strategic PPC approach that fights for your business goals every step of the way.