Google Adwords New Change - Automatic Matching
Topics: Google, Google Adwords, Internet Marketing, PPC
Google Adwords is the most popular (and well-used) platform for advertisers on the web. Everyone uses it. And while, at least for a little while, none of these people are going anywhere, Google’s newest addition to their adwords application is causing a stir.
Basically, they added a feature for advertisers called ‘automatic matching.’ The simple version of how Adwords works is that you enter certain keywords into your account – when those keywords are searched by other people on google (or come up on sites like gmail), your short ad (with a link to your site) appears on the sidebar. The way automatic matching works is that the google machine searches for keywords similar to those on your account, that work just as well (if not better) at getting people to your site. They basically add keywords to your account.
For many users, this might be a welcome addition. Especially for those inexperienced at keyword advertising, the additions could very well improve their ad campaign. Google might find keywords that have been overlooked, and bring in much-wanted traffic. That’s good.
For others though, especially the more-experienced adword users, the automatic matching system can be cumbersome. For example, while the system may find a keyword that brings in more visitors, they may not be more-valuable visitors. Even with more clicks, you may get less sales. To show you what I mean, imagine you’re selling motorcycle helmets, and your ad comes up whenever anyone searches for helmets. Those are quality visitors, because they’re already looking to buy. The advertising is likely a good investment. Now, imagine google finds that ‘motorcycle crash’ brings in more visitors. That may be, but more than likely, these people are looking for information (rather than a product). They’re visitors, but not visitors that’ll buy. So, in this case, you’re paying more for more clicks, but you’re not getting more quality visitors. You pay more money (and max out your click limit quicker)… you just don’t get more money.
That’s not such a problem, right? Those that want the adword help can enable automatic matching. Those that don’t won’t. Simple. Well… not so much. Over the long Memorial day weekend (which is poor timing in my opinion), Google launched automatic matching into full beta, and added it to everyone’s account automatically (with no warning). All of a sudden, whether you wanted it or not, all adwords users had their account automatically matched. It can be disabled, but it’s still an unneeded hassle. Bad move on google’s part, if you ask me.
So… should you use automatic matching? It’s hard to say for any one person. I urge everyone but the experts to at least give it a try – it’s like getting feedback on a project. And like good feedback, it can be very helpful in figuring out exactly what you need (and exactly where you’re going). However, if you really know what you’re doing, or you have a good enough idea of which keywords work for you, you’re probably better off disabling automatic matching. This way, you’ll have a better-targeted campaign, and in the end, you’ll get better sales for your money.
Either way… good luck (with good sales)!
