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Weird Broad Matching
Posted 14 October 2007 - 11:07 AM
Posted 14 October 2007 - 12:59 PM
This latest change where the previous search query is included in the logic to determine which ad shows increases the possible inventory where Google can show ads. This translates into extra revenue.
Is it evil? I can't say the motivation behind it, but I can say that it puts a lot more money in Google's pocketbook. From my perspective anything that degrades the user experience is evil and I'd say showing non-relevant ads definitely degrades the user experience. It also means extra work for PPC managers if they don't want their clients PPC accounts to tank.
Posted 14 October 2007 - 01:12 PM
Posted 14 October 2007 - 02:31 PM
Even with this latest expansion, it still doesn't seem to be as broad as Yahoo's advanced matching (which is the default and a real chore to keep turned off).
Posted 14 October 2007 - 07:57 PM
I'd say yes. Thing is, G have a lot of confidence in them from the industry so they tend to be forgiven for their secrecy. In Organic algos its considered (probably rightly) important to keep SEOs at arms length and the SERps relevant. In Adwords/Adsense this lack of transperancy is a little more evil.
I mean, the search query report & web analytics are secondary tools that let you control expanded broad match.
To be ethical, to allow advertisers max control and to protect their precious relevency they would have:
1) A list of queries that is functional and easy and useful.
2) A reasonably accurate prediction of top queries that will trigger ads
3) An off button for expanded.
4) A dial of some sort for expanded. (more expanded, less expanded)
They could do all these things if they chose. They choose no.
Also on the evil side. Who is not monitoring campaigns closely enough to discover these bleeds?
All the sub-1k p/m (if not sub 10k) advertisers, that's who. Little guys.
DIY business owners. Static, small budget, $50 p/m maintanence campaigns.
Posted 15 October 2007 - 05:32 PM
As for negative keyword lists - yes, they help, just be prepared to add daily and monitor your logs like a hawk.
I am adding this:
We recently confirmed that part of the strange queries we've been seeing is linked to a recent Google PPC algorithm change where they consider the previous search. Check out http://www.semclubho...-1-2-punch.html for the details.
Who said Google didn't do earnings management to please Wall Street? Facing a couple of soft quarters, they'll use a couple of their favorite tricks to gently up revenues, to "smooth" things out so there is no appearance of a big slowdown... then when the economic storm passes, they'll return to relative sanity in these features in the face of advertiser resistance. Because this group of advertisers is the vocal type, be prepared for selective help (and welcome it if you can get it). "Hmm, that doesn't seem to be working, let me take a look at that account for you..."
Posted 15 October 2007 - 05:36 PM
Posted 15 October 2007 - 06:45 PM
Nice of them...NOT!
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