WebmasterWorld members are a bit frustrated with broad match keywords since advertisers are complaining that the wrong ads are being delivered by desired keyword phrases.
Some comments regarding broad match come from a member who is particularly peeved:
Broad match does not work as well as described. Actually, I think it works terribly.
The ABSOLUTE WORST thing i've seen broad match do is show ads for searches that I AM NOT BIDDING ON.
AdWordsAdvisor chimes in at that point and asks, with sincerity, why advertisers who know about the risks of broad match are still using it.
Broad match is configured (and documented) to work in a particular way, which includes 'expansions'. Given that this is so, why do advertisers who genuinely hate broad match because of the 'expansions' continue to use it - when 'exact match' is an option which would give them complete control, and when 'phrase match' is less 'exclusive' than exact, but is not expanded?
Some reasons presented by advertisers include:
- Broad match is good, but some expansions are "way off the mark"
- If you are not educated properly about the varying match types (broad, phrase, exact), you're led to assume that broad match might equal exact match - nobody is informed that they need to enclose keywords in quotes, for example.
- Broad match destroys the optimization of keyword relevancy and bidding.
These are some very valid points.
If you have anything to add (AdWordsAdvisor is taking these suggestions to a meeting next week), join the discussion at WebmasterWorld.