Go to Google and type in “automatic matching” and you will find hundreds of articles and blog postings. Ever since Google announced they were adding a new type of keyword matching to select clients’ campaigns, the industry has been abuzz with feedback…. Mostly of the negative variety.
An example used in many articles says that automatic matching would allow for a sneaker company’s ad to show up for a somewhat related word, such as ‘slipper.’ Is this quality traffic?
After a rough start to 2008, it’s easy to see why this would be a benefit to Google. This new match type will almost certainly increase revenue from ad spend.
So this leaves one question, why would anyone want to use this type of keyword matching? Well, it actually could be a good thing for some companies that bid on very competitive terms and find it hard to compete. This could be a good opportunity for them to get more exposure or attract a new audience. In the end, only time will tell how this all pans out for Google, marketing agencies, companies and searchers.