{"id":6557,"date":"2022-10-25T18:45:19","date_gmt":"2022-10-25T18:45:19","guid":{"rendered":"https:\/\/craighordlow.com\/index.php\/2022\/10\/25\/google-ads-turns-22-a-look-back-at-the-biggest-changes-and-advances-in-search\/"},"modified":"2022-10-25T18:45:19","modified_gmt":"2022-10-25T18:45:19","slug":"google-ads-turns-22-a-look-back-at-the-biggest-changes-and-advances-in-search","status":"publish","type":"post","link":"https:\/\/craighordlow.com\/index.php\/2022\/10\/25\/google-ads-turns-22-a-look-back-at-the-biggest-changes-and-advances-in-search\/","title":{"rendered":"Google Ads turns 22: A look back at the biggest changes and advances in search"},"content":{"rendered":"<p>Every five years Search Engine Land likes to put together a sort of birthday tribute to the search engine, online advertising, cloud computing, computer software, quantum computing, e-commerce, artificial intelligence, and consumer electronics giant that we know as Google. <a href=\"https:\/\/searchengineland.com\/google-ads-turns-20-the-most-important-trends-and-changes-of-the-past-5-years-342645\" target=\"_blank\" rel=\"noopener noreferrer\">Take a look at their big 2-0<\/a>. <\/p>\n<p>But given all that\u2019s happened in search the last two years, we think it\u2019s about time to pop the champagne, cut the cake, and settle in for a new, <em>yearly<\/em>, honoring. <\/p>\n<p>Let\u2019s get to it!<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_81 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/10\/25\/google-ads-turns-22-a-look-back-at-the-biggest-changes-and-advances-in-search\/#2021-2022\" >2021-2022<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/10\/25\/google-ads-turns-22-a-look-back-at-the-biggest-changes-and-advances-in-search\/#Keyword_match_types\" >Keyword match types<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/10\/25\/google-ads-turns-22-a-look-back-at-the-biggest-changes-and-advances-in-search\/#Audiences\" >Audiences<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/10\/25\/google-ads-turns-22-a-look-back-at-the-biggest-changes-and-advances-in-search\/#RSAs_and_the_end_of_ETAs\" >RSAs and the end of ETAs<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/10\/25\/google-ads-turns-22-a-look-back-at-the-biggest-changes-and-advances-in-search\/#Automation\" >Automation<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/10\/25\/google-ads-turns-22-a-look-back-at-the-biggest-changes-and-advances-in-search\/#Privacy_Concerns_Deepen\" >Privacy Concerns Deepen<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/10\/25\/google-ads-turns-22-a-look-back-at-the-biggest-changes-and-advances-in-search\/#Honorable_mentions\" >Honorable mentions<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/10\/25\/google-ads-turns-22-a-look-back-at-the-biggest-changes-and-advances-in-search\/#2015-2020\" >2015-2020<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/10\/25\/google-ads-turns-22-a-look-back-at-the-biggest-changes-and-advances-in-search\/#Audiences-2\" >Audiences<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/10\/25\/google-ads-turns-22-a-look-back-at-the-biggest-changes-and-advances-in-search\/#Keyword_match-type_decline\" >Keyword match-type decline<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/10\/25\/google-ads-turns-22-a-look-back-at-the-biggest-changes-and-advances-in-search\/#Automation_ramps_up\" >Automation ramps up<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/10\/25\/google-ads-turns-22-a-look-back-at-the-biggest-changes-and-advances-in-search\/#Honorable_mentions-2\" >Honorable mentions<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/10\/25\/google-ads-turns-22-a-look-back-at-the-biggest-changes-and-advances-in-search\/#2000_launch_to_2015\" >2000 launch to 2015<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/10\/25\/google-ads-turns-22-a-look-back-at-the-biggest-changes-and-advances-in-search\/#2000\" >2000<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-15\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/10\/25\/google-ads-turns-22-a-look-back-at-the-biggest-changes-and-advances-in-search\/#2006\" >2006<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-16\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/10\/25\/google-ads-turns-22-a-look-back-at-the-biggest-changes-and-advances-in-search\/#2007\" >2007<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-17\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/10\/25\/google-ads-turns-22-a-look-back-at-the-biggest-changes-and-advances-in-search\/#2008\" >2008<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-18\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/10\/25\/google-ads-turns-22-a-look-back-at-the-biggest-changes-and-advances-in-search\/#2009\" >2009<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-19\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/10\/25\/google-ads-turns-22-a-look-back-at-the-biggest-changes-and-advances-in-search\/#2010\" >2010<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-20\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/10\/25\/google-ads-turns-22-a-look-back-at-the-biggest-changes-and-advances-in-search\/#2011\" >2011<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-21\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/10\/25\/google-ads-turns-22-a-look-back-at-the-biggest-changes-and-advances-in-search\/#2012\" >2012<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-22\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/10\/25\/google-ads-turns-22-a-look-back-at-the-biggest-changes-and-advances-in-search\/#2013\" >2013<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-23\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/10\/25\/google-ads-turns-22-a-look-back-at-the-biggest-changes-and-advances-in-search\/#2014\" >2014<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-24\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/10\/25\/google-ads-turns-22-a-look-back-at-the-biggest-changes-and-advances-in-search\/#2015\" >2015<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"2021-2022\"><\/span>2021-2022<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3><span class=\"ez-toc-section\" id=\"Keyword_match_types\"><\/span>Keyword match types<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Keyword match types seem to be the gift that keeps on giving, or in Google\u2019s case, taking away. This time\u00a0<a href=\"https:\/\/searchengineland.com\/googles-updated-phrase-match-simplifies-keywords-and-worries-advertisers-345930\" target=\"_blank\" rel=\"noopener noreferrer\">Google\u2019s simplified phrase match<\/a>\u00a0worried advertisers with some acknowledging how similarly BMM and phrase match have behaved, and others denouncing the change as a move to strip away more data and controls from advertisers so that Google can extract as much profit from auctions as possible.<\/p>\n<p><a href=\"https:\/\/searchengineland.com\/google-expands-phrase-match-to-include-broad-match-modifier-traffic-345874\" target=\"_blank\" rel=\"noopener noreferrer\">Farewell, broad-match modified keywords<\/a>. Google expanded phrase-match to be included in broad match, to the chagrin of advertisers everywhere.\u00a0<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Audiences\"><\/span>Audiences<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Advertisers will be able to use <a href=\"https:\/\/searchengineland.com\/google-marketing-live-2022-recap-385367\" target=\"_blank\" rel=\"noopener noreferrer\">connected TV campaigns<\/a> to target viewers across YouTube and \u201cmost\u201d other connected TV apps. The new development will bring affinity, in-market, and demographic audience segments to connected TVs.<\/p>\n<p>Advertisers will be able to reuse audiences across campaigns. When you build an audience to use in a campaign, Google Ads will save it so you can use it again in a future campaign.<\/p>\n<p>Google Ads is renaming some key terms in your audience report and throughout Google Ads. You may have seen this already in some accounts. Google revealed this via this\u00a0<a href=\"https:\/\/support.google.com\/google-ads\/answer\/10566573\" target=\"_blank\" rel=\"noopener noreferrer\">help documentation<\/a>\u00a0in September 2021.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"RSAs_and_the_end_of_ETAs\"><\/span>RSAs and the end of ETAs<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Responsive Search Ads (RSAs) became the\u00a0<a href=\"https:\/\/searchengineland.com\/responsive-search-ads-now-the-default-in-google-ads-346224\" target=\"_blank\" rel=\"noopener noreferrer\">default ad type<\/a>\u00a0in 2021. RSAs allow advertisers to input multiple headlines and ad copy variations, and Google Ads uses machine learning to determine which variations to use based on what queries people are searching for.\u00a0<\/p>\n<p>An\u00a0<a href=\"https:\/\/searchengineland.com\/google-brings-display-ads-to-attribution-reports-as-an-open-beta-346242\" target=\"_blank\" rel=\"noopener noreferrer\">open beta<\/a>\u00a0allowed advertisers to see Display ads alongside search and YouTube for the first time in the Google Ads attribution report. Advertisers can see the ads in Top Paths, Model Comparison, Assisted Conversions and Path Metrics reports.<\/p>\n<p><a href=\"https:\/\/searchengineland.com\/google-launches-automated-vehicle-ads-382425\" target=\"_blank\" rel=\"noopener noreferrer\">Automated vehicle ads<\/a> were launched. The new format uses vehicle data feeds in Google Merchant Center to match users\u2019 searches with ads.<\/p>\n<p>Nine new policies were added to the <a href=\"https:\/\/searchengineland.com\/google-ads-3-strikes-system-adds-9-new-policies-383814\" target=\"_blank\" rel=\"noopener noreferrer\">three-strike system<\/a> to target clickbait, misleading ad design, and more.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Automation\"><\/span>Automation<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><a href=\"https:\/\/searchengineland.com\/target-cpa-and-target-roas-will-be-bundled-with-other-google-smart-bidding-strategies-347924\" target=\"_blank\" rel=\"noopener noreferrer\">Bundled bid strategies<\/a> have replaced standalone options. The Target CPA (tCPA) and Target ROAS (tROAS) Smart Bidding strategies will be bundled with the Maximize Conversions and Maximize Conversion Value bid strategies, respectively, Google\u00a0announced Tuesday. Moving forward,\u00a0<a href=\"https:\/\/searchengineland.com\/adwords-maximize-conversions-smart-bidding-276064\" target=\"_blank\" rel=\"noopener noreferrer\">Maximize Conversions<\/a>\u00a0will have an optional tCPA field, and\u00a0<a href=\"https:\/\/searchengineland.com\/google-rolls-out-maximize-conversion-value-smart-bidding-strategy-320940\" target=\"_blank\" rel=\"noopener noreferrer\">Maximize Conversion Value<\/a>\u00a0will have an optional tROAS field.<\/p>\n<p>Everyone\u2019s favorite campaign type, <a href=\"https:\/\/searchengineland.com\/performance-max-campaigns-are-now-widely-available-and-will-include-smart-shopping-and-local-campaigns-in-2022-375702\" target=\"_blank\" rel=\"noopener noreferrer\">Performance Max<\/a>, became available to all advertisers. PMax includes Smart Shopping and Local campaigns, though Google eventually sunsetted Smart Shopping campaigns for good starting in January 2022. <\/p>\n<p><a href=\"https:\/\/searchengineland.com\/google-ads-automated-extensions-update-380293\" target=\"_blank\" rel=\"noopener noreferrer\">Changes to automated extensions<\/a> include extensions being shown together, an \u201cAutomatically Created Extensions\u201d report, and the ability to add them at ad group, campaign, or account level.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Privacy_Concerns_Deepen\"><\/span>Privacy Concerns Deepen<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>The depreciation of <a href=\"https:\/\/searchengineland.com\/google-pushes-back-plan-to-block-third-party-cookies-until-2023-349877\" target=\"_blank\" rel=\"noopener noreferrer\">third-party cookies<\/a> was supposed to happen in 2022 but was ultimately pushed to 2023. With that, an alternative targeting technology known as Federated Learning of Cohorts (FLoC) was\u00a0<a href=\"https:\/\/searchengineland.com\/googles-alternative-to-third-party-cookies-open-for-advertiser-testing-in-q2-2021-345599\" target=\"_blank\" rel=\"noopener\">opened for advertiser testing<\/a>\u00a0in Q2 2021, with adoption slated for Q4 2022. <\/p>\n<p>The FLEDGE sandbox has been\u00a0<a href=\"https:\/\/searchengineland.com\/googles-privacy-sandbox-topics-api-coming-to-android-380361\" target=\"_blank\" rel=\"noopener\">unveiled<\/a>\u00a0along with plans to roll out several Privacy Sandbox initiatives on Android, including the\u00a0<a href=\"https:\/\/searchengineland.com\/google-kills-floc-introduces-topics-api-379120\" target=\"_blank\" rel=\"noopener\">Topics API<\/a>, the FLEDGE API for custom audiences and remarketing, and the Attribution Reporting API. <a href=\"https:\/\/searchengineland.com\/googles-privacy-sandbox-ad-technology-testing-begins-383314\" target=\"_blank\" rel=\"noopener noreferrer\">It began testing<\/a> in March 2022. <\/p>\n<h3><span class=\"ez-toc-section\" id=\"Honorable_mentions\"><\/span>Honorable mentions<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><a href=\"https:\/\/searchengineland.com\/google-ads-editor-v2-supports-performance-max-campaigns-382895\" target=\"_blank\" rel=\"noopener noreferrer\">Ads Editor version 2.0 is released<\/a><a href=\"https:\/\/searchengineland.com\/google-ads-launches-placement-reports-for-performance-max-campaigns-378835\" target=\"_blank\" rel=\"noopener noreferrer\">Placement reports for Performance Max campaigns<\/a><a href=\"https:\/\/searchengineland.com\/google-ads-test-favicons-url-379121\" target=\"_blank\" rel=\"noopener noreferrer\">Testing favicons in text ads<\/a><a href=\"https:\/\/searchengineland.com\/gmail-campaigns-to-stop-running-on-june-28-2022-379354\" target=\"_blank\" rel=\"noopener noreferrer\">Goodbye to Gmail campaigns<\/a><a href=\"https:\/\/searchengineland.com\/google-launches-revamped-search-ads-360-380043\" target=\"_blank\" rel=\"noopener noreferrer\">A revamped Search360<\/a><a href=\"https:\/\/searchengineland.com\/google-adwords-api-sunsets-april-27-383827\" target=\"_blank\" rel=\"noopener noreferrer\">AdWords API sunsetted<\/a><a href=\"https:\/\/searchengineland.com\/google-three-new-travel-products-for-hotels-385579\" target=\"_blank\" rel=\"noopener noreferrer\">Three new travel products<\/a><\/p>\n<h2><span class=\"ez-toc-section\" id=\"2015-2020\"><\/span>2015-2020<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3><span class=\"ez-toc-section\" id=\"Audiences-2\"><\/span>Audiences<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Google\u2019s 20th gave rise to an era of <a href=\"https:\/\/searchengineland.com\/welcome-to-the-predictive-marketing-era-336284\" target=\"_blank\" rel=\"noopener noreferrer\">predictive marketing<\/a>, using AI and machine learning to identify intent and predict customer needs, behavior and marketing outcomes.<\/p>\n<p><a href=\"https:\/\/martech.org\/google-youtube-signed-in-data-targeting\/\" target=\"_blank\" rel=\"noopener noreferrer\">YouTube gains access<\/a> to Google data for audience targeting, effectively improving ad targeting and measurement across search and YouTube.\u00a0<\/p>\n<p><a href=\"https:\/\/searchengineland.com\/google-analytics-4-adds-new-integrations-with-ads-ai-powered-insights-and-predictions-342048\" target=\"_blank\" rel=\"noopener noreferrer\">GA4<\/a> was also introduced, giving users expanded predictive insights, deeper integration with Google Ads, cross-device measurement capabilities and more granular data controls.\u00a0<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Keyword_match-type_decline\"><\/span>Keyword match-type decline<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>The way we manage search terms has changed. <a href=\"https:\/\/searchengineland.com\/googles-latest-change-has-search-marketers-rethinking-keyword-match-types-305278\" target=\"_blank\" rel=\"noopener noreferrer\">Close variants<\/a> are no longer what they used to be and marketers are being forced to adapt to machine learning. \u201cGoogle says its machine learning is now good enough to determine when a query has the same intent as a keyword with a high enough rate of success that advertisers will see an overall performance lift.\u201d Awkward. <\/p>\n<p>Google has loosened the reigns on close variant keywords. Broad match is super broad, exact match is more like phrase match, and phrase match is, well, gone?<\/p>\n<p>Privacy concerns have forced Google to limit <a href=\"https:\/\/searchengineland.com\/google-ads-to-limit-search-terms-reporting-citing-privacy-340137\" target=\"_blank\" rel=\"noopener noreferrer\">Search terms reporting<\/a>. In a statement from Google, a spokesperson said, \u201cIn order to maintain our standards of privacy and strengthen our protections around user data, we have made changes to our Search Terms Report to only include terms that a significant number of users searched for. We\u2019re continuing to invest in new and efficient ways to share insights that enable advertisers to make critical business decisions.\u201d<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Automation_ramps_up\"><\/span>Automation ramps up<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><a href=\"https:\/\/searchengineland.com\/is-google-prepping-to-phase-out-etas-339964\" target=\"_blank\" rel=\"noopener noreferrer\">RSAs and the start of the end<\/a> for Expanded Text Ads began in 2020. The option for text ads was no longer the default option in the Ads dropdown. Advertisers are seeing only Responsive Search Ad (RSA) and Call ad.\u00a0<\/p>\n<p><a href=\"https:\/\/searchengineland.com\/google-marketing-live-here-come-fully-automated-ads-campaigns-for-local-shopping-more-301746\" target=\"_blank\" rel=\"noopener noreferrer\">Local Campaigns<\/a> were introduced and aimed to drive in-store visits. Google automatically optimizes ad delivery across Search, YouTube, Maps and websites and apps in its ad networks.<\/p>\n<p><a href=\"https:\/\/searchengineland.com\/google-introduces-smart-campaigns-for-small-businesses-the-first-new-solution-to-launch-under-the-google-ads-brand-301089\" target=\"_blank\" rel=\"noopener noreferrer\">Smart Campaigns<\/a> debuted and were designed for small and local businesses that don\u2019t have dedicated marketing staff and may not even have websites.<\/p>\n<p>Smart Campaigns became the default campaign type for new advertisers in Google Ads. The campaigns are almost entirely automated and goals include phone calls, website visits and requests for directions.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Honorable_mentions-2\"><\/span>Honorable mentions<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Other new advancements in Search included:<\/p>\n<p><a href=\"https:\/\/searchengineland.com\/hotel-ads-price-trends-275390\" target=\"_blank\" rel=\"noopener noreferrer\">Hotel ads<\/a><a href=\"https:\/\/searchengineland.com\/all-google-ads-attribution-reports-will-soon-include-cross-device-conversion-data-314789\" target=\"_blank\" rel=\"noopener noreferrer\">Cross-device reporting<\/a><a href=\"https:\/\/searchengineland.com\/faq-all-about-google-shoppings-free-and-paid-product-listings-334729\" target=\"_blank\" rel=\"noopener noreferrer\">Surfaces across Google<\/a><\/p>\n<h2><span class=\"ez-toc-section\" id=\"2000_launch_to_2015\"><\/span>2000 launch to 2015<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>While this is by no means a complete list, here are a few product development highlights from when Google launched the AdWords platform in 2000, all the way up to their 15th birthday. <\/p>\n<h3><span class=\"ez-toc-section\" id=\"2000\"><\/span>2000<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><a href=\"https:\/\/googlepress.blogspot.com\/2000\/10\/google-launches-self-service.html\" target=\"_blank\" rel=\"noopener noreferrer\">Google launched<\/a> its new self-service advertising program called AdWords. The program enabled \u201cany advertiser to purchase individualized and affordable keyword advertising that appears instantly on the google.com search results page.\u201d<\/p>\n<p>The AdWords program replaced Google\u2019s first ad program called <a href=\"https:\/\/www.searchenginewatch.com\/2003\/05\/05\/googles-premium-sponsorships-on-the-way-out\/\" target=\"_blank\" rel=\"noopener noreferrer\">Premium Sponsorships<\/a>. <\/p>\n<p><a href=\"https:\/\/web.archive.org\/web\/20001027210435\/http:\/\/searchenginewatch.com\/sereport\/00\/0010-google.html\" target=\"_blank\" rel=\"noopener noreferrer\">Check out this article<\/a> we found from The Search Engine Report in 2000. <\/p>\n<h3><span class=\"ez-toc-section\" id=\"2006\"><\/span>2006<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>In 2006 Google decided to push forward with testing <a href=\"https:\/\/searchengineland.com\/google-pushes-forward-with-newspaper-ads-10167\" target=\"_blank\" rel=\"noopener noreferrer\">newspaper ads<\/a>. If you\u2019re curious, you can read the results <a href=\"https:\/\/searchengineland.com\/first-results-of-googles-newspaper-ad-test-published-10189\" target=\"_blank\" rel=\"noopener noreferrer\">here<\/a>. <\/p>\n<p>In the same year, they also began testing <a href=\"https:\/\/searchengineland.com\/google-pushes-forward-with-newspaper-ads-10167\" target=\"_blank\" rel=\"noopener noreferrer\">in-stream video ads<\/a> with Beet.tv. <\/p>\n<h3><span class=\"ez-toc-section\" id=\"2007\"><\/span>2007<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Google started promoting <a href=\"https:\/\/searchengineland.com\/google-advertising-google-audio-ads-10299\" target=\"_blank\" rel=\"noopener noreferrer\">audio ads<\/a>. The landing page it takes you to tells you to call one of Google\u2019s sales offices if you wanted to advertise on the radio.<\/p>\n<p><a href=\"https:\/\/searchengineland.com\/google-launches-pay-per-action-ads-10772\" target=\"_blank\" rel=\"noopener noreferrer\">Pay-per-action ads were launched<\/a> this year, allowing advertisers to only pay when their preferred action was completed, such as a sale or click. \u00a0<\/p>\n<p>Google also began testing its <a href=\"https:\/\/searchengineland.com\/google-testing-showing-search-volume-numbers-in-adwords-keyword-tool-10696\" target=\"_blank\" rel=\"noopener noreferrer\">Keyword Tool<\/a>, showing the number of the previous month\u2019s searches. The tool shows actual numbers in search volume for the previous month for keywords.\u00a0<\/p>\n<p>Also happening this year, <a href=\"https:\/\/searchengineland.com\/google-to-acquire-doubleclick-for-31-billion-10967\" target=\"_blank\" rel=\"noopener noreferrer\">Google acquired DoubleClick<\/a> from The New York Times for $3.1 billion. <\/p>\n<p>In July Google announced that those <a href=\"https:\/\/searchengineland.com\/personalized-adwords-google-ads-you-see-influenced-by-previous-searches-11765\" target=\"_blank\" rel=\"noopener noreferrer\">personalized ads<\/a> you see are influenced by previous searches. In response, Google said \u201cWhat you\u2019re seeing is that we look at the user\u2019s previous query and see how well it intersects with the current query. If it\u2019s significant, we\u2019ll use it to help targeting on the current query. We simply look at what\u2019s in the referring URL (every time you load a web page, the HTTP header includes your previous URL as the \u201creferrer\u201d).\u201d<\/p>\n<p>Google reaches 1 million advertisers! \u201cAn analyst from UBS estimated Google has between 1.3 million and 1.5 million advertisers. According to the analyst, it shows there is still room for a lot more growth in terms of the advertiser base.\u201d\u00a0<\/p>\n<h3><span class=\"ez-toc-section\" id=\"2008\"><\/span>2008<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Google pitched its <a href=\"https:\/\/searchengineland.com\/google-pitches-media-buying-dashboard-to-skeptical-ad-agencies-13536\" target=\"_blank\" rel=\"noopener noreferrer\">media buying dashboard<\/a> to very skeptical agencies. <\/p>\n<p>Google also announced <a href=\"https:\/\/searchengineland.com\/google-enables-third-party-tracking-for-content-network-14026\" target=\"_blank\" rel=\"noopener noreferrer\">third-party tracking<\/a> for the content network. Thanks, Google!<\/p>\n<p>This same year, Google also began testing showing <a href=\"https:\/\/searchengineland.com\/google-testing-showing-google-product-images-in-search-results-13937\" target=\"_blank\" rel=\"noopener noreferrer\">product ads in search results<\/a>. <\/p>\n<p>The Inside AdWords Google Blog announced that all US-based advertisers should now have the <a href=\"https:\/\/searchengineland.com\/google-tv-ads-available-to-all-us-advertisers-13903\" target=\"_blank\" rel=\"noopener noreferrer\">TV ads option<\/a> in their account. In fact, you should see the option after logging in to your AdWords account at the bottom, where it says \u201cOther Campaign Types.\u201d<\/p>\n<h3><span class=\"ez-toc-section\" id=\"2009\"><\/span>2009<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Google\u2019s <a href=\"https:\/\/searchengineland.com\/google-closes-the-presses-on-print-ads-16234\" target=\"_blank\" rel=\"noopener noreferrer\">newspaper ads<\/a> initiative shuts down. Google said they are discontinuing this service because \u201cthe current Print Ads product is not the right solution.\u201d<\/p>\n<p>Google announced that they\u2019re officially <a href=\"https:\/\/google-tmads.blogspot.com\/2009\/02\/google-exits-radio-but-will-explore.html\" target=\"_blank\" rel=\"noopener\">shutting down Google Audio Ads and Google Radio Automation<\/a>.<\/p>\n<p>The Google Base blog\u00a0<a href=\"https:\/\/googlebase.blogspot.com\/2009\/09\/introducing-google-merchant-center.html\" target=\"_blank\" rel=\"noopener\">announced<\/a>\u00a0the launch of the new\u00a0<a href=\"https:\/\/searchengineland.com\/google-launches-merchant-center-for-google-base-users-26772\" target=\"_blank\" rel=\"noopener noreferrer\">Google Merchant Center<\/a>. The Merchant Center is replacing Google Base for those who submit products to Google.\u00a0<\/p>\n<p>Google Blog\u00a0<a href=\"https:\/\/googleblog.blogspot.com\/2009\/10\/one-stop-shop-buy-promoted-videos-in.html\" target=\"_blank\" rel=\"noopener noreferrer\">announced<\/a>\u00a0you can now buy\u00a0<a href=\"https:\/\/searchengineland.com\/youtube-formally-introduces-sponsored-videos-15450\" target=\"_blank\" rel=\"noopener\">YouTube Promoted Video ads<\/a>\u00a0directly in the Google AdWords console. Previously, all YouTube Promoted Video ads were managed on YouTube at\u00a0<a href=\"https:\/\/ads.youtube.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">ads.youtube.com<\/a>.\u00a0<\/p>\n<p>Google has\u00a0<a href=\"https:\/\/searchengineland.com\/google-acquires-admob-mobile-display-ad-company-29433\" target=\"_blank\" rel=\"noopener\">acquired<\/a>\u00a0AdMob (<a href=\"https:\/\/www.admob.com\/\" target=\"_blank\" rel=\"noopener\">www.admob.com<\/a>), a popular mobile display ad company, for $750 million. This acquisition gives Google access to AdMob\u2019s more than 15,000 mobile Web sites and applications.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"2010\"><\/span>2010<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Google has announced a new lab-type area called <a href=\"https:\/\/searchengineland.com\/google-launches-ad-innovations-39123\" target=\"_blank\" rel=\"noopener noreferrer\">Google Ad Innovations<\/a>, which is where it\u2019ll \u201cshow you some of our latest ideas around advertising technologies and get your feedback.\u201d Think of it as Google Labs for Ads.<\/p>\n<p>Google has enabled access to the <a href=\"https:\/\/searchengineland.com\/google-enables-mobile-adwords-access-on-smartphones-39091\" target=\"_blank\" rel=\"noopener noreferrer\">AdWords dashboard<\/a> and other features for smartphone users. It\u2019s configurable and provides on-the-go access to account data and stats. The new mobile interface is currently available for iPhone, Android and Palm\/WebOS users.\u00a0<\/p>\n<p>Google starts testing a feature with a small number of advertisers in which a <a href=\"https:\/\/searchengineland.com\/google-tests-phone-numbers-in-adwords-ads-41072\" target=\"_blank\" rel=\"noopener noreferrer\">phone number<\/a> can be included within the ad to help them more effectively engage with customers who prefer to connect over the phone.<\/p>\n<p>A new keyword type, <a href=\"https:\/\/searchengineland.com\/google-adwords-tests-new-broad-match-modifier-41713\" target=\"_blank\" rel=\"noopener noreferrer\">broad match modifier<\/a>, begins testing. <\/p>\n<p><a href=\"https:\/\/searchengineland.com\/google-product-ads-available-to-all-advertisers-55498\" target=\"_blank\" rel=\"noopener noreferrer\">Google Product Listing Ads<\/a>\u00a0are offered to all advertisers<\/p>\n<h3><span class=\"ez-toc-section\" id=\"2011\"><\/span>2011<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Google is now letting AdWords advertisers automatically optimize what ads display most based on <a href=\"https:\/\/searchengineland.com\/adwords-advertisers-can-now-optimize-by-conversions-66040\" target=\"_blank\" rel=\"noopener noreferrer\">conversion rates<\/a>.<\/p>\n<p>Google will\u00a0<a href=\"https:\/\/searchengineland.com\/google-begins-charging-for-some-calls-from-pc-ads-74935\" target=\"_blank\" rel=\"noopener noreferrer\">begin charging<\/a>\u00a0$1.00 for calls completed using the unique number it provisions, but solely when the call originates from someone using a computer who dials the number themselves from a phone. When the call is from a mobile device, or someone on a PC calls from the computer itself by clicking, the standard click charges apply. Previously, the calls dialed on a phone were free, as they didn\u2019t involve a click, per se.<\/p>\n<p>Google rolls out the ability to target ads to users by interest based on their <a href=\"https:\/\/searchengineland.com\/google-rolls-out-behavioral-targeting-to-all-adwords-advertisers-82976\" target=\"_blank\" rel=\"noopener noreferrer\">previous browsing activity<\/a>, or behavior, to all of its advertisers.\u00a0<\/p>\n<p><a href=\"https:\/\/searchengineland.com\/google-in-early-testing-of-cost-per-lead-communications-extensions-in-adwords-82121\" target=\"_blank\" rel=\"noopener noreferrer\">Cost per lead tests start<\/a>. Google is testing search and display versions of a cost-per-lead ad format that would allow users to request an advertiser contact them.\u00a0<\/p>\n<p>Google is opening wider a beta test of <a href=\"https:\/\/searchengineland.com\/google-intros-dynamic-search-ads-97793\" target=\"_blank\" rel=\"noopener noreferrer\">Dynamic Search Ads<\/a>. This ad type is designed for retailers or other advertisers with a large, often-changing inventory. Google automatically generates ad copy, based on the advertiser\u2019s template.\u00a0<\/p>\n<p>Google <a href=\"https:\/\/searchengineland.com\/google-officially-rolls-out-ads-at-the-bottom-of-serps-99768\" target=\"_blank\" rel=\"noopener noreferrer\">officially announced<\/a> it would begin serving AdWords at the bottom of search engine results pages on Google.com.\u00a0<\/p>\n<h3><span class=\"ez-toc-section\" id=\"2012\"><\/span>2012<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Google Product Search is renamed to <a href=\"https:\/\/searchengineland.com\/google-product-search-to-become-google-shopping-use-pay-to-play-model-122959\" target=\"_blank\" rel=\"noopener noreferrer\">Google Shopping<\/a> and only merchants that paid will be listed.\u00a0<\/p>\n<p>Google is testing the effect of adding <a href=\"https:\/\/searchengineland.com\/google-testing-trusted-stores-badges-on-search-adwords-119305\" target=\"_blank\" rel=\"noopener noreferrer\">\u201cTrusted Stores\u201d badges<\/a> to qualifying advertisers\u2019 search ads, as it considers deploying the badges more widely.<\/p>\n<p>Google\u00a0<a href=\"https:\/\/adwords.blogspot.com\/2012\/04\/get-local-with-adwords.html\" target=\"_blank\" rel=\"noopener noreferrer\">introduced<\/a>\u00a0the ability to target more than 30,000 ZIP codes in AdWords, giving advertisers the ability to find potential customers in a familiar, granular way. Another new feature, Location Insertion, is aimed at letting advertisers with multiple locations create one ad, and have information dynamically inserted depending on the user\u2019s query or location.<\/p>\n<p>Google\u00a0<a href=\"https:\/\/adwords.blogspot.com\/2012\/05\/make-smarter-decisions-with-new-auction.html\" target=\"_blank\" rel=\"noopener noreferrer\">released a new report<\/a>\u00a0\u2014 Auction Insights \u2014 that helps marketers understand how their ads stand, compared to others in the same auctions.<\/p>\n<p>Testing begins for a new ad format on its <a href=\"https:\/\/searchengineland.com\/google-experimenting-with-promoted-hotels-ads-on-hotel-finder-123475\" target=\"_blank\" rel=\"noopener noreferrer\">Hotel Finder<\/a> product that lets marketers bid to appear at the top of search results. Promoted Hotels ads are ranked based on a combination of bid and quality score, and are sold on a CPC basis.\u00a0<\/p>\n<p>The remarketing tag gets a <a href=\"https:\/\/searchengineland.com\/adwords-remarketing-gets-tag-makeover-new-features-128801\" target=\"_blank\" rel=\"noopener noreferrer\">makeover<\/a>.<\/p>\n<p>Google has begun notifying merchants that it won\u2019t allow them to continue listing <a href=\"https:\/\/searchengineland.com\/google-weapon-listings-shopping-search-126487\" target=\"_blank\" rel=\"noopener noreferrer\">weapons-related items<\/a> for sale in Google Shopping.\u00a0<\/p>\n<h3><span class=\"ez-toc-section\" id=\"2013\"><\/span>2013<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Google announced plans to add <a href=\"https:\/\/searchengineland.com\/the-big-adwords-update-enhanced-campaigns-puts-the-focus-on-mobile-147626\" target=\"_blank\" rel=\"noopener noreferrer\">enhanced campaigns<\/a> for AdWords to aid with campaign management catered to multiple-device users. The enhanced campaigns aimed to include advanced reports about users. This move was controversial among advertisers.<\/p>\n<p>Ad group-level mobile bid adjustments started to <a href=\"https:\/\/searchengineland.com\/adwords-ad-group-mobile-bid-adjustments-roll-out-starts-today-158825\" target=\"_blank\" rel=\"noopener noreferrer\">roll out<\/a>.<\/p>\n<p>The <a href=\"https:\/\/searchengineland.com\/google-adwords-keyword-planner-officially-launches-160220\" target=\"_blank\" rel=\"noopener noreferrer\">AdWords Keyword Planner<\/a> finally launches. <\/p>\n<p>Google has announced the official beta for <a href=\"https:\/\/searchengineland.com\/google-adwords-image-extensions-now-in-beta-162049\" target=\"_blank\" rel=\"noopener noreferrer\">Image Extensions<\/a> in AdWords.\u00a0<\/p>\n<p>Google announced the beta release of <a href=\"https:\/\/searchengineland.com\/google-adwords-third-party-review-extensions-start-rolling-out-to-all-accounts-174257\" target=\"_blank\" rel=\"noopener noreferrer\">Review Extensions<\/a> which allows advertisers to append a quote of endorsement from a reputable publication in their AdWords ads.\u00a0<\/p>\n<h3><span class=\"ez-toc-section\" id=\"2014\"><\/span>2014<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>CNBC\u00a0<a href=\"https:\/\/searchengineland.com\/google-adwords-begins-enforcing-porn-ads-rules-195744\" target=\"_blank\" rel=\"noopener\">reports<\/a>\u00a0that Google is now banning porn businesses from utilizing their ad network.<\/p>\n<p>To help retailers maintain consistent visibility in PLAs, Google has launched <a href=\"https:\/\/searchengineland.com\/google-introduces-automatic-item-updates-plas-204602\" target=\"_blank\" rel=\"noopener noreferrer\">\u201cautomatic item updates\u201d<\/a> in AdWords.<\/p>\n<p>Google\u00a0<a href=\"https:\/\/searchengineland.com\/google-brings-plas-third-party-sites-like-walmart-com-202891\" target=\"_blank\" rel=\"noopener noreferrer\">announced<\/a>\u00a0it is extending its popular product listing ads (PLAs) to retail and e-commerce sites across the Google Search Network. The ads are served via a new Google product called\u00a0<a href=\"https:\/\/support.google.com\/adsense\/answer\/6078274?hl=en\" target=\"_blank\" rel=\"noopener noreferrer\">AdSense for Shopping<\/a>.<\/p>\n<p><a href=\"https:\/\/searchengineland.com\/google-adwords-automated-extensions-report-207081\" target=\"_blank\" rel=\"noopener noreferrer\">Automated Extensions<\/a> report starts rolling out. <\/p>\n<p><a href=\"https:\/\/searchengineland.com\/google-adwords-editor-version-11-210622\" target=\"_blank\" rel=\"noopener noreferrer\">AdWords 11 is launched.<\/a> Google released a fully-redesigned version of AdWords Editor that supports several of the bulk editing features that have recently been added to the web interface and introduces new functionality to the desktop tool.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"2015\"><\/span>2015<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>By 2015 Google maintained nearly 64 percent of\u00a0<a href=\"https:\/\/searchengineland.com\/googles-pc-market-share-off-its-peak-yet-company-seeing-more-searches-than-ever-233780\" target=\"_blank\" rel=\"noopener noreferrer\">search\u00a0share<\/a>\u00a0on desktop and almost 90 percent of mobile in the US.<\/p>\n<p>The Google <a href=\"https:\/\/searchengineland.com\/ability-share-ads-via-adwords-shared-library-going-away-212891\" target=\"_blank\" rel=\"noopener noreferrer\">shared library<\/a> is sunsetted. <\/p>\n<p>Google\u00a0launches\u00a0<a href=\"https:\/\/searchengineland.com\/google-debuts-adwords-dynamic-structured-snippets-216234\" target=\"_blank\" rel=\"noopener noreferrer\">dynamic structured snippets for AdWords<\/a>. The automated extensions display industry-specific, structured information about products and services on advertisers\u2019 sites.<\/p>\n<p>Google has opened up access to its home services ad program in\u00a0AdWords Express. The home services ad program\u00a0<a href=\"https:\/\/searchengineland.com\/google-home-services-ads-plumbers-locksmiths-san-francisco-beta-226469\" target=\"_blank\" rel=\"noopener\">launched in beta in the San Francisco area<\/a>\u00a0to connect service providers with local residents searching for help.\u00a0<\/p>\n<p>Starting in October, Google\u00a0<a href=\"https:\/\/searchengineland.com\/adwords-changes-the-definition-of-conversions-for-reporting-columns-230302\" target=\"_blank\" rel=\"noopener\">changed the conversions columns<\/a>\u00a0to include only those conversions that are set for optimization: i.e., optimized conversion actions.<\/p>\n<p>Google\u00a0<a href=\"https:\/\/searchengineland.com\/google-launches-smart-goals-for-advertisers-that-dont-have-conversion-tracking-238159\" target=\"_blank\" rel=\"noopener\">launched Smart Goals<\/a>\u00a0in early December. Smart Goals are designed for advertisers that don\u2019t or can\u2019t have conversion tracking on their sites. It aggregates conversion data from the thousands of sites that opt to share data with Google Analytics and, with machine learning, identifies visits deemed most likely to convert on the advertiser\u2019s site.<\/p>\n<p>The post <a href=\"https:\/\/searchengineland.com\/google-turns-22-a-look-back-at-the-biggest-changes-and-advances-in-search-389004\" target=\"_blank\" rel=\"noopener\">Google Ads turns 22: A look back at the biggest changes and advances in search<\/a> appeared first on <a href=\"https:\/\/searchengineland.com\/\" target=\"_blank\" rel=\"noopener\">Search Engine Land<\/a>.<\/p>","protected":false},"excerpt":{"rendered":"<p>Every five years Search Engine Land likes to put together a sort of birthday tribute to the search engine, online advertising, cloud computing, computer software, quantum computing, e-commerce, artificial intelligence, and consumer electronics giant that we know as Google. Take a look at their big 2-0. But given all that\u2019s happened in search the last two years, we think it\u2019s about time to pop the champagne, cut the cake, and settle in for a new, yearly, honoring. Let\u2019s get to it! 2021-2022 Keyword match types Keyword [&hellip;]<\/p>\n","protected":false},"author":0,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"h5ap_radio_sources":[],"cybocfi_hide_featured_image":"","footnotes":""},"categories":[1],"tags":[],"class_list":["post-6557","post","type-post","status-publish","format-standard","hentry","category-best-seo-blogs"],"featured_image_src":null,"featured_image_src_square":null,"author_info":{"display_name":false,"author_link":"https:\/\/craighordlow.com\/author\/"},"_links":{"self":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts\/6557","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"replies":[{"embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/comments?post=6557"}],"version-history":[{"count":0,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts\/6557\/revisions"}],"wp:attachment":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/media?parent=6557"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/categories?post=6557"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/tags?post=6557"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}