Last Thursday Google announced the end of Exact Match variation in AdWords.
In Google AdWords there are different ways a keyword triggers your Ads. Let’s see how this works for the keyword “Women’s shoes“
- sildenafil 50 mg prezzo Broad Match: Your Ad would be display to someone looking for “women’s shoes”, “shoes for women” or “buy ladies shoes”. There is not much control from your side and Google decides what is relevant.
- website Phrase Match: Your Ad would show for “Buy women’s hat” or “find women’s hat”. Partial control over the keywords.
- http://levitracoupongenericwithouta.accountant buy levitra online Exact Match: This is the most restrictive variation and your Ad would only show when someone types exactly your chosen keyword “Women’s shoes”. It gives you full control about when your Ads are displayed.
Now http://cilaiscialisvsviagra5mg.accountant cialis 5mg Exact Match won’t be an option anymore. Even if you choose this match variation, your Ads will also trigger what they called close variations, misspellings and acronyms. This is the example provided by Google in their office AdWords blog.
Looking at the example above, we could argue this won’t have any any impact in your campaigns because if you want to show Ads for “women’s hats” you probably don’t mind showing them for “woman’s hats”. However, this gives Google control over what keywords are a close variation to your chosen one, and if this is not relevant it will sildenafilcitratetablets20mgtablet.accountant increase your cost but not your conversions.
What to do now and when
Google is rolling this out by the cilaiscialisgenericcost end of September so Advertisers have about a month time to make sure campaigns are updated and in line with this new policy.
If you are using exact match variations of very generic keywords that generates a lot of traffic, like “Holidays”, I’d recommend keeping a close eye on what variations Google is using to make sure are relevant to your Ad. If they are not, you will need to add them as a negative keyword.
Winners and Losers
I think it is fair to say that this is a clever move from Google to increase their revenue by giving less control to Advertisers. http://cilaiscialis20mgcoupons.accountant sale Google is the winner.
The losers are small businesses managing their account internally with no expertise or resources for looking after the campaign. Google will get a big increase of revenue from this.
Agencies are winners as well, because due to their expertise and resources they will be able to get a much better ROI for their clients than if they do it in-house.
What about you, are you a Loser or a Winner?
Are you already using RLSA in AdWords?