Google began a small US experiment adding “Strongest match” or “Strong match” labels, which it calls badges, to certain search ads to help users spot the most relevant results and help advertisers reach high-intent audiences, according to Google Ads liaison Ginny Marvin. The badges aren’t new inventory but get applied to existing search ads using Google’s current ad-quality and relevance signals, and Marvin stressed they have no impact on the auction or how ads rank. The test is running for a small share of US users as Google assesses the change’s value. Advertisers gave a mixed but mostly positive reaction, pressing Google on what exactly drives the label and whether faulty labeling could hurt businesses while others saw upside for filtering better matches and more efficient ad spend.
