New AdWords matching option discovered – ‘the bogus broad match type’
October 21, 2007
Most PPC enthusiasts will be aware of the four common AdWords matching types:
- Broad
- Phrase
- Exact
- Negative (can be broad, phrase or exact)
Here is a quick overview of what keyword matching is all about, for the non PPC folks:
Keyword matching allows you to control how precise a user’s search must be to trigger your ad on Google search pages. Defining how broadly or narrowly your keywords are targeted helps you reach the audience you want. Source AdWords Learning Center
However based on AdWords definition of match types, I think I have found a new one and I am naming it the 'bogus broad match'.
So what is the bogus broad match type?
Good question, it seems to be a hybrid of the broad match type and the ability to bid on partially related keywords. How and when it evolved I am uncertain, although I am pretty sure of its existence.
Let's look at the characteristics of a broad match first:
- Other words are included in the query
- Terms in the query are not written in the same sequence as your keyword
- The query is similar to your keyword. This includes plurals and synonyms.
- All the terms must be present
The bogus broad match takes all the above characteristics except for the last one "“ not all the terms have to be present.
By this I have had an experience of bidding on a two worded keyphrase and the ad showing for only a one worded search term.
An example of this would be to bid on the keyword phrase 'bank holiday' on broad match and for your ad to be shown for the search term 'holiday'. This would result in unqualified paid traffic landing on your site, eeek!
You may wander how I discovered what the actual search term was "“ this was not through a third-party analytics package, it was though AdWords very own Search Query Report.
This is difficult to prove without providing login details, and I am curious to see if anyone else has experienced a sighting of the bogus broad match type.
How to overcome the bogus broad match type?
If you believe in that the bb match type existing there is a way to overcome it and it involves the lesser known negative embedded match type. This did the trick for me, but seems a little unnecessary:
e.g.
Bank holiday
"“[holiday]
You may have to include embedded negative plurals and synonyms "“ although I have not had a problem with this.
It is always good practice to run search query report every now and then as part of campaign optimisation and if you do, you may encounter the bogus broad match - be warned! Of course, it could be a blip in the search query reporting or perhaps even a blip in my reporting - although I would like to say the latter is unlikely to be true as I have experienced it several times in the last couple of months. Anyone else seen the same?
AdWords Campaign Optimizer – Optimization or Google Monetization?
October 9, 2007
I'LL LET YOU BE THE JUDGE!
Last week I spent sometime checking out the AdWords Campaign Optimizer and was left a little ruffled as to whether it was a useful optimisation tool or another way for Google to monetize on advertisers spend. It's been around for a couple of months, so let's have a quick look at what it does:
Google blurb:
- "It’s an on-demand AdWords tool that provides personalized campaign ideas in just minutes"
- "Since Campaign Optimizer is an automated tool, we suggest that it be the first step — not the last – in optimizing your account."
And here's what Google says it can be used for:
- Change daily budget. Budget adjustments can affect your ad visibility and bring you more traffic.
- Add new keywords. Campaign Optimizer proposes targeted keywords that relate to your landing page.
- Change keyword matching options. The right matching option can help you reach customers more effectively.
- Adjust keyword maximum cost-per-click bid. Your maximum CPC bid (in addition to your ad quality) affects your ad position.
- Change ad text. Your ad text affects your click-through rate.
Google covers itself several times by stating that it's an automated tool and should only be used as the first steps of optimisation.
There are hints of useful optimisation tips for the novice AdWords user, although Google seems to have a very clear and loud optimized call to action of its own - "spend more money" and perhaps Campaign Monetizer would be a more fitting name? Not sure why I think this? Re-read the above bulleting points!
Unfortunately the monetization is geared towards Google's ever expanding pockets, rather than the average and often lonely AdWords advertiser. Those that have an understanding for AdWords are unlikely to find the basic suggestions of any use and those that don't are encouraged to spend more money with a lack of any real PPC optimization.
To justify the tools name it would have been nice to see it better integrated with the existing AdWords' conversion tracking. Albeit Google does state that the Campain Monitizer Campaign Optimizer should be the first and not last step in optimization, and although it does indeed make sense, I am still left questioning who will find the tool useful or benefit from it? The AdWords newbie, the intermediate PPC chappy, the seasoned veteran or perhaps Google itself? Me thinks the latter!
Am I being a too cynical? Are Google finally feeling the pinch and responding with subtle money spinners for a quick win? I will let you be the judge of this, although you may want to checkout the AdWords Top Ad Placement formulae post over at PPC Blog if you are still insure :)!
