Google AdWords Getting Bolder

We spotted a new Google AdWords phenomenon yesterday – as you know, Google “bolds” words in ad text that match the keywords you’re bidding on. The example below shows that synonyms of keywords are now appearing in boldface.

We’ve confirmed with Google that this is a new “feature,” and it also works with antonyms. So, for example, if the keyword is “GM,” and the words “General Motors” are included in the ad, then “General Motors” will appear in boldface.


I’ll leave it to enterpriseing readers to figure out how to use this gem to make all of an ad’s words appear in bold!

Opinions expressed in the article are those of the guest author and not necessarily Search Engine Land.

Related Topics: Channel: SEM | Google: AdWords | Google: User Interface


About The Author: is a contributing writer to Search Engine Land, and Founder and CEO of Clix Marketing, a firm that creates and manages paid search advertising campaigns on services like Google AdWords, Yahoo! Search Marketing, Microsoft adCenter and others.

Connect with the author via: Email


Get all the top search stories emailed daily!  


Other ways to share:

Read before commenting! We welcome constructive comments and allow any that meet our common sense criteria. This means being respectful and polite to others. It means providing helpful information that contributes to a story or discussion. It means leaving links only that substantially add further to a discussion. Comments using foul language, being disrespectful to others or otherwise violating what we believe are common sense standards of discussion will be deleted. Comments may also be removed if they are posted from anonymous accounts. You can read more about our comments policy here.
  • rustybrick

    Nice add, this first started popping up May 22nd, about a week and a half ago.

  • Scott Johnson

    Did you mean acronyms instead of antonyms?

Get Our News, Everywhere!

Daily Email:

Follow Search Engine Land on Twitter @sengineland Like Search Engine Land on Facebook Follow Search Engine Land on Google+ Get the Search Engine Land Feed Connect with Search Engine Land on LinkedIn Check out our Tumblr! See us on Pinterest


Click to watch SMX conference video

Join us at one of our SMX or MarTech events:

United States


Australia & China

Learn more about: SMX | MarTech

Free Daily Search News Recap!

SearchCap is a once-per-day newsletter update - sign up below and get the news delivered to you!



Search Engine Land Periodic Table of SEO Success Factors

Get Your Copy
Read The Full SEO Guide