Here’s the deal: Starting upcoming month, Google is changing the technique match kinds function inside AdWords. From mid May onwards, misspellings, plurals plus variations of the Exact Match plus Phrase Match keywords about Google AdWords can trigger a advertisements. In the past, in the event you desired a advertisement to appear for variations, abbreviations or misspellings, you’d utilize Broad Match targeting. Should you sought the advertisement to appear for plurals or word stemming, you’d employ “Phrase Match” targeting. Should you desired a advertisement to appear just whenever searchers typed inside a particular phrase/keyword, we utilized [Exact Match]. Then, by standard, utilizing Exact Match or Phrase Match targeting may ALSO trigger the advertisements for every of the described variations.
Despite Google phoning this change *an improvement*, for all intents plus reasons, this signifies Exact Match is dead. Yes, advertisers may opt-out of the so-called feature, however it’s switched about by standard, meaning which fresh advertisers choosing Exact Match because a match sort can wrongly assume their advertisements usually just be caused by actual matches of their keywords. It’s a very logical assumption! I don’t recognize regarding we, however, I think which Exact Match must stay, we learn, an EXACT MATCH. At the smallest, they must change the match sort to IN-exact Match thus it really is less misleading.
According to Search Engine Land, Google has been testing the fresh functionality with advertisers plus claims the change has lead to a 3 % rise inside clicks, at similar CPCs. In the same sentence, Google states which individual results usually fluctuate. No kidding. Variations could account for a LOT of searches as well as for advertisers about a tight budget, this might spell catastrophe. Here’s an example: should you are an artist marketing color prints of the art plus targeting [color prints] because an actual or phrase match, might we wish a advertisement to be caused when somebody kinds inside *color printers*? No. But it appears this might be a distinct possibility below the unique rules.
With this move, it feels like Google is taking away a few of the minimal control advertisers have over how/when their advertisements appear inside their increasingly annoying quest to create additional money for shareholders. I say hands off the Exact Match Google!
What do we think? Do we feel like the changes are reducing the control we have over the advertisments? Please submit the comments under.