Expanded Broad Match Hurting AdWords Advertisers

Jan 27, 2006 • 11:55 am | comments (5) by | Filed Under Google Ads (AdWords)

Doug at Aderit Internet Marketing Consulting once again notified me of a great thread. I actually read the thread yesterday but then lost track of it. The thread is a Search Engine Watch Forums named Up The Creek With Google AdWords Broad Match. So what is the issue.

In short, Google's Broad Match has been getting broader and broader. What that means is that if you sell toner and broad match on "toner" you will now, today, get clicks for "NEC Supersrcipt 860" and other specific models. Google is just that good at expanding the keyword phrase "toner" down to the model numbers. Problem is, this advertiser does have that model number in stock, and doesn't have many other model numbers in stock. So those clicks are a waste of money.

Answer is simple, just use phrase or exact match. Well no, you can't do that, because if you do then you will lose your CTR factor in your ad rank. And your ads will drop in rank.

So what can you do, well you can use negative match, but that is a reactive strategy as opposed to a proactive strategy.

What should Google do? Doug, aka cline, has great suggestions;

Adwords needs to do one of the following:
* Allow the advertiser to turn expanded broadmatch off
* Inform the advertiser of *exactly* what terms expanded broadmatch will trigger
* Get rid of expanded broadmatch.

Forum discussion at Search Engine Watch Forums.

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