Apr 30, 2012
Adwords: its new phrases and exact matches
Google reported its revenue of $10.65 billion in Q1 2012, slightly higher than its $10.58 income in Q4 2011. The search engine however claimed that average cost-per-click declined to approximately 12% in 2011’s first quarter and 6% in 2011’s fourth quarter. To increase the number of clicks, Google will update its Adwords match types.
Starting mid-May, search term variants including its plural forms, misspellings, abbreviations, stemming, acronyms, and accents will now be included in the search results. For example, an online search for “rubber shoes” will yield rubber shoe, ruber shoes, or ruber shoe as search results and not the “rubber shoes” as exact match keyword. Google will not introduce word reordering in phrase match, no additional words or word reordering in exact match, and a keyword’s synonyms will not appear.
Businesses and marketers can adapt to this change by leaving or withdrawing from Near Match, rechecking the granularity of their keyword sets, and closely tracking key performance indicators when the decision is not to opt out of Near Match.
A user who uses a singular variant of a keyword might be searching for a specific item while he may be interested in different types of the same item when he uses its plural form. Marketers and businesses should consider the user’s intention and their industry before leaving or withdrawing out of Google’s Near Match. Opting out is as easy as logging into Adwords, selecting the campaign settings tab, and adjusting the keyword matching options under “Advanced Settings.”
The Near Match beta is a chance to improve keyword lists by creating ad groups for misspellings, plurals, abbreviations, and other keyword variants and adding more exact match negatives to add to the group with the original keyword variation. This can decrease irrelevant web traffic and costs for unwanted clicks.
Businesses that decide to stay with Near Match should closely track key performance indicators (KPIs) and factors that affect KPIs once Near Match is launched. Clicks and impressions, spend and cost-per-clicks, and impressions can increase with Near Match. It is vital to monitor and measure these KPIs and advertisers should setup custom alerts to notify them at once of any change in the KPIs. A user can set up Google custom alert through email by selecting the campaign, ad group, or keyword tab, and setting keyword parameters.
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