Adwords Automated Matching Beta: Another Ploy to Get Our Money?
March 5, 2008
In February Dan from Seofaststart.com wrote on the new Google Adwords Automatic Matching feature that is now in beta. While Dan firmly disapproves of this new feature, I find it difficult to form an opinion until I try it for myself. I do however agree with Dan on the issue that Google could be advertising for keywords that would not drive the most targeted traffic to your site, even though they say they will show your ads on, “identified queries where the ad is likely to perform well.” (Adwords).
Here is a basic run down of what the new feature is: Adwords has selected a limited number of advertisers to try out this new feature that automatically opts you in as soon as it’s available to you. It’s called automatic matching and it scans your landing page, ads and current keyword lists to allow your ads to show for ‘relevant search queries’ that are not triggered by your current keyword list. While it maintains your average cost-per-click and click-through rate it uses only the extra money left over in your campaign daily budget. If you’re already exceeding your budget, automatic matching will have a minor effect on your account.
According to my Google rep, if you have been selected for this particular beta test you will be notified in the Adwords user interface and will be automatically opted in. In order to opt out you will have to uncheck the box on the ‘Edit Campaign Settings’ page for each active campaign under the advanced bidding options.
While Dan speaks loud and clear that this is not a good idea, I find myself split between he and Google. I think this is one of those features that may work wonders for some, while it could add a significant amount of unqualified clicks to your site for others. It does sound like a boardroom of people over at Google sat down and said, if these people have this much to spend, we need to make sure they’re spending it!
My tip, don’t set your campaign daily budget higher than you can afford! However, if you find that on a daily basis you’re having trouble spending your campaign budget then this could really help increase traffic to your site. The good part of this new feature is that you will be able to find the keywords your ads were triggered for if you run a search query report, where all keywords from this beta will be listed with the match type of ‘automatic.’
Be sure to keep an eye out for this beta in your account since they are automatically opting people in. Once the beta becomes available for one of my accounts, I’ll be sure to write a post on the results!
Browse By Category
Personalized Training to Become a PPC Superhero
If you could divulge your biggest challenges in paid search advertising to an expert who is highly revered by industry peers, approved by 15 US & UK agency leaders, and a driving force in PPC innovation, would you?
Leveraging Custom Intent Audiences on YouTube
Google recently announced the addition of custom intent audiences for YouTube. Structure audiences & content to build goodwill with your prospects!
My Top Failures as a PPC Account Manager
Explore Will Larcom's 5 biggest shortcomings as an Account Manager and the takeaways unearthed by being able to identify them!
A bi-weekly newsletter packed full of resources and strategies that will help make you a better PPC expert.
Hanapin Marketing | The PPC Agency of Experts Behind PPC Hero
Why You Should Test Target ROAS Bidding for Shopping Campaigns
The case for testing Target ROAS bidding for AdWords shopping campaigns, plus tips on how to successfully set up such a test.
10 New Ways to Optimize Paid Search with Call Intelligence
Mobile search drives billions of calls to business each year, and calls convert at a higher rate than digital leads. When properly optimized, calls can have a transformational impact on your bottom line. Join this webinar to learn tactical tips and smart strategies to boost...
Google Adds New Tools to Highlight Physical Store Locations
Buying in-store is still a big deal for shoppers, and Google has announced a few new tools to let physical retailers target those shoppers heading in stores.
Load More »