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Broad Match and “Other Relevant Variationsâ€
October 15, 2007
I came across an interesting question in Google Adwords Groups this morning. Someone had posted a question that pointed out a little advertised ‘feature’ of Broad Match that struck a nerve.
Now I’ve never big a huge fan of Broad Match, but then again I wouldn’t characterize myself as a ‘hater’ either. Unlike Content Match, I have been able to find some positive return from using Broad Match, however, like an ornery child it requires a lot of supervision.
The question was basically this, How come I am getting clicks/being charged for key phrases that include words that are not in my {broad} list? Intrigued I did a little research to find chapter & verse from Google’s guidelines and came across an interesting explanation:
This explanation still leaves a lot to the imagination so I queried further by clicking the “other relevant variations†link and I received an eye-opening description of Broad Match:
With broad match, the Google AdWords system automatically runs your ads on relevant variations of your keywords, even if these terms aren't in your keyword lists. Keyword variations can include synonyms, singular/plural forms, relevant variants of your keywords, and phrases containing your keywords. "
Did I read that right? Are the phrases “automatically runs your ads†and “terms aren’t in your keyword lists†actually in the description of Broad Match, let alone a part of the same sentence? I usually find Google to be an exceptional product/service but this little nuance seems to take advantage of those who don’t know any better. To a new or even experienced user who doesn’t take the time to dig into the exact meaning of terms within Adwords this little nuance could end up costing them a lot of money in a hurry.
Now I’m sure this will add fuel to the fire of those who truly do hate Broad Match, but that is not the intent. Rather, the intent is to point out the fact that the default settings may not necessarily be the best for your particular campaign. More than ever, as new features are added to relative cornucopia of paid search options, it is vitally important to know how these features are being defined, defaulted, and designed to work.
One last thing, as I’ve been pondering and writing, I can’t help but hear that little voice inside my head say at at double the normal speed -
All posts by Brent Sharp
posted by Brent Sharp at October 15, 2007 1:07 PM
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