Here's a direct quote from Google:
Coming Soon! Expanded broad matching for greater ad coverage.
In a week, Google will launch an expanded matching feature as part of our broad keyword matching option. We'll constantly analyze your keywords, ad text, and the millions of queries and clicks that appear on Google every day and identify additional terms (including plurals) that will trigger your ads. Your ads will then automatically show for these related queries. For now, you can prepare by selecting 'view sample matches' from below. If some of the additional keywords aren't right for your account, add them as negative keywords. If you prefer not to have your keywords automatically expanded at all, you can change from broad matching to phrase or exact matching.
Frankly, this just stinks of a money grab by Google. Worse, they're going to piss off a lot of Adwords campaign managers who have spent lots of time fine tuning their campaigns.
This will likely help small adword campaigns get more ads served, and thus Google is likely to make a good amount of cashola out of it. But, it sure seems to me that they're going to be pissing off their most prized audience.
What are your thoughts on this issue?
Here's a letter I just fired off to Google:
Regarding the new 'Expanded Broad Keyword Matching', I just have a few thoughts...
Basically, I think this is a complete mistake and unfortuneatly now have to live with, what I believe will be, the negative consequences.
Frankly, this scheme has stench all over it. It totally reaks of a Google marketers wet dream to create more revenue, sacrificing the usability and strength of what was a good system. This is very untypical Google behavior. Too bad.
See, here's the problem. You're going to be making guesses for people on which terms you think will be relevant to their campaign. While making guesses is always a nice thing to do for noob users who don't know too much, have you thought how this system might effect the professional?
The expert AdWords campaign manager will be frustrated by addtional keywords suddenly matching in their campaign. The highly tuned campaign does not need or want additional matches running, because the campaign has already been honed and perfected.
Take your example of 'Honolulu hotels'. It's quite plausible that a campaign manager would not want their ad to run for 'Hawaii hotels' even though you've deemed it similar enough to force the issue.
Your solution if you do not want this expanded match feature? Switch to phrase or exact match. This is no solution! Now, you've just significantly increased the amount of work the expert campaign manager must do.
Again, with the example. Because I don't want matches for 'Hawaii hotels' running on my 'Honolulu hotels' campaign, I switch to phrase matching. Now, I've got to add in every conceivable search phrase based on my target campaign:
You get my drift here. Very Overture'ish of a solution.
You also offer adding negative keywords to help control the expanded match. This too is no solution. Following the example, if I were to thus add -hawaii to my key phrase list, now I've blocked a legitimate broad match of 'Honolulu Hawaii hotels'. Before your expanded broad match, the example campaign would have caught the above search term and returned an ad match. Now the campaign doesn't serve the ad because I've had to negate hawaii.
Seriously, I think this is going to frustrate your expert campaign managers. Yes, you'll definetly increase your revenue with this scheme. Clearly the small time campaigns will be paying you more for these enhanced results. But, the advanced campaign manager, the one who spends his day tweaking multiple Adwords campaigns, is likely to be more annoyed by you thinking you know what's best for his campaign.
What's the solution? Here's a few suggestions:
o Offer the ability to turn the enhanced listings off. Just return broad match results like normal. This should ideally be done as fine a granular level as possible (like per key phrase as opposed to a whole campaign).
o Offer a matching mechanism that explicitly specifies expanded broad matching. Something like: ~Honolulu hotels~ The tilde indicates the campaign manager desires expanded broad matching for this result.
This move seems very untypical of Google and smells of a quick grab for cash. I for one am quite disappointed. I doubt your many expert critics will be impressed either.
a $500 USD / month spender/influencer of Google Adwords
Edited by bobsledbob, 02 October 2003 - 02:06 AM.