AdWords Expert AgencyApril 2012 - AdWords Expert Agency
SMS logo - impossible letter initials within decision box SMS logo - impossible letter font, initials within decision box

AdWords Expert Agency

Systems & Marketing Solutions


Digital Marketing Experts

Exact matches only
Search in title
Search in content
Search in posts
Search in pages
Filter by Categories
ad copy
adcenter
adwords
Adwords Auction
Adwords Changes
adwords expert
AdWords Express
adwords position
AdWords Scripts
adwords variants
adwords_monster
analytics
Auction Insights
authority
bid_simulator
bidding strategy
branding
broad-match
budget optimizer
click fraud
Code Camp
CodeCamp
Content-development
content-network
converting traffic
CPC
CTR
DIY
email newsletters
Facebook
Geek Dinner
geo-targeting
google
google adwords conversion report
google analytics
google grants
Google Shopping
google trends
Google_Instant
googleplex
granularization
keyword matching
Keywords
landing-page-design
loki
marketing
marketing teams
mcsc
Mobile Marketing
my dream web site
negative-keywords
new media
Organic
Organic Score
organic traffic
page loading
Page Ranking
page score
Paid traffic
Plumbers
PPC
prohibited
Quality Score
questions
Remarketing
reputation management
Restarting Adwords
ROI
Santa
Search Engine Rap Battle
sem
SEO
shared budgets
slocama
Slow Page Loading
SMEC
Social Media
SocialMedia
Softec
speaking
split testing
Sqr
Startup Weekend Santa Maria
Stopping Adwords
the future
Tracking Phone Calls
traditional media
triage
trust
Uncategorized
User-Query
web experience
Web Site Performance
web site teams
web traffic
webinar
webmaster tools
webslaughter
WordPress design
yahoo-search-marketing

Archive for April, 2012

Exact & Phrase Match “Improvement”

Posted by Bob Dumouchel in adwords expert

Friday, April 20th, 2012

Google rolled out a change notice that was difficult to miss. We have discovered over the years that when a change gets good notice, there is a good reason to study it. As we dig into the details we are finding that this could be a very dangerous change. Here is the posting in AdWords:

“New! Improvements coming to exact match and phrase match

Target your ads better. In mid-May, our improved exact match and phrase match options will include misspellings, plurals, and other close variants of your keywords.”

If the documentation on this new and improved feature is accurate, this moves the match rules much closer to broad keywords.

Here is what Google documentation says about Broad Match keywords:

Your ads could also show for singular/plural forms, synonyms, and other relevant variations.”

Here is what they say about the Improvements to Exact Match and Phrase Match:

In addition to misspellings, other close variants include singular and plural forms, acronyms, stemmings (such as floor and flooring), abbreviations, and accents.”

It stands to reason that “Other Relevant Variations” and “Close Variants” are the same thing. It is also interesting that they do NOT mention the treatment of word order in any of this. Our hope is that word order remains a matching requirement. Does omission from the documentation mean that it does not change? This is one of those things that we will probably learn only with testing.

If Google does exactly what they say in their documentation, which does not always happen, then this feature effectively makes everything a broad term with the exception of word order.  In fairness, we expect that there will be some difference between broad and improved exact or improved phrase but it is probably more like the difference between broad and modified broad keywords.

What is not clear from the documentation is how this is going to roll out. If Google follows their historical pattern, this will become the default value on new campaigns but they will not just roll your account over to this setting. We suspect because this is such a big change, that the push back could be huge if they set this to an opt-out feature. After the change is in place, I am giving odds this will be the default value. Do no evil does not mean do not make a profit. Ultimately, Google is a company with shareholders not all of which totally buy the do no evil thing. This is a multi-billion dollar feature for Google and I suspect they smart enough to know that.

Our plan is to watch very carefully how this rolls-out and if necessary opt-out. We will then carefully test this so we can adjust the settings to our client’s advantage. It may be a very positive change, but we would like to know that before we allow this into current accounts.