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Google Match Type Change

Google Announces Significant Match Type Changes in Adwords2 min read

2 min read

[vc_row][vc_column width=”3/4″][vc_raw_html]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[/vc_raw_html][text_output]Back in May 2012, Google rolled out a new match type development whereby advertisers could choose to enable a campaign level setting to adjust Exact and Phrase match keywords.

This new setting: ‘Include plurals, misspellings and other close variants’ allowed advertisers to opt keywords in to appearing on near-match variations– now a common feature and a default setting for many campaigns.[/text_output][image type=”none” float=”none” info=”none” info_place=”top” info_trigger=”hover” src=”4641″][text_output]Until now, advertisers wishing to maintain tighter controls over the terms they appear for have been able to opt out of this setting if it were contributing to a degradation in performance.

Google’s latest announcement has however marked a key change to match type settings and controls within AdWords that may well upset the proverbial apple cart (as well as the more literal shopping cart).

The announcement states that from September this feature will be automatically enabled for all advertisers without the ability to opt out.

Is this another revenue making exercise by Google?

Quite possibly.

According to our contacts at Google, advertisers should expect to see around a 7% increase in clicks due to the reintroduction of obscure misspellings, keyword variations and ‘close variants’ that were previously missing from advertiser accounts. It doesn’t require substantial mental alacrity to assume that spend will also rise as a result of this.[/text_output][image type=”none” float=”none” info=”none” info_place=”top” info_trigger=”hover” src=”4644″][text_output]Croud have closely monitored and tested the match type setting across our portfolio of clients over the last 2 years. In many instances the team have been able to grow conversion volumes cost-effectively from the additional traffic. There have however been instances where refraining from enabling this feature to maintain control over terms we appear for has been the preferable strategy.

Whilst the roll-out of this development may lead to increased volume for advertisers, it may also inflate bids on landscapes where other competitors did not used to appear.

What is clear is the need to pay greater attention to Search Query reports and conduct more frequent & more detailed analysis across all activity to ensure that ads are not serving against poor performing or irrelevant terms.

Global roll-out of this change is due to take place in September.

For any questions about this or any other aspect of paid or natural search please feel free to speak to one of the team at Croud on 020 3763 3740[/text_output][/vc_column][vc_column width=”1/4″][visibility type=”hidden-desktop”][gap size=”20px”][/visibility][vc_widget_sidebar sidebar_id=”ups-sidebar-2″][/vc_column][/vc_row]