The latest hysterics from our industry blogoverse is that Google Adwords broadmatching changes are causing advertisers all over the universe to suffer a precipitous drop in ROI. The first post I read on this issue was the only one that actually made any logical sense at all. It was also different from the subsequent posts because it was limited to the implications of expanded broad match on regionally targeted ads. This is a unique issue that requires some creativity to troubleshoot.
The rest of the posts just outline problems that are simply solved by reading your analytics data or log files and implementing a solid cadre of negative keywords. Of course, there are anecdotal stories of ‘this word’ matching to ‘that word’ and oh my god our impressions went through the roof! OMG!
My problem with all of this is the apparent expectation that Google Adwords owes the advertiser a platform that works a certain way. Look, this is an advertising platform. You don’t have to use it. If it changes in it’s performance, either adjust to that change or don’t use it. You can vote with your dollars. Do you hear high level SEO’s whining everytime Google makes a change to the organic algo? Not if they’re any good. You just figure out what is going on and make the adjustment.
In fact, I will go even further and say that 95% of the problems are caused by poorly constructed accounts with loose keyword/adgroup correlation, in addition to underutilized negative keyword filtering.
I absolutely use broad matching on every single account I manage. I also use exact and phrase match. The reason broad match is so attractive is because of the scalability. It’s where you will find your greatest volume, and of course, it requires a lot of work to make sure it’s done at an efficient ROI.
Jeremy at PPCDiscussions has a nice strategy outlined in terms of how he manages his way through a campaign. My approach is different, but also relies on carefully monitored negative keywords at THE ADGROUP LEVEL.
Am I denying that expanded broad match is occuring?
No, of course not. I am as realistic about Google’s motivations as the next guy, but I’m not going blame them for any of my problems managing accounts.
Do I want Google to allow advertsisers to opt out of Expanded Broad Match?
Of course.
I am choosing to use the tools they are giving me to make the best of the situation.
Here’s some advice someone posted on a blog recently that I printed out and put on my wall:
Don’t Complain. Just Work Harder.