The other day, Google announced an algorithm update for its AdWords targeting. The update was designed to ensure that searchers would receive the most relevant, targeted ads according to the keywords in their queries.
Discuss Google’s AdWords update at WebProWorld.
Adwords to effect your sale on Red Widgets and Blue Thingamabobs…
While Google users may see improvements in ad relevancy, the question remains: how do these changes affect AdWord customers? First, a brief explanation of what was changed in order to improve ad relevancy is due.
Google states, “These changes will initially only affect broad-matched keywords.” Meaning, if you are selling red widgets but only bid on the keyword “widget,” for broad-matching purposes your ad may not appear on search queries for blue widgets. However, if red widgets are queried, your ad may be displayed even though you only bid on the widget keyword.
Essentially, Google is not disabling all broad match keyword variations; only those that are not relevant to the keyword you’ve bid on. Now that I’ve butchered this explanation, let’s see how these algorithm changes affect AdWord customers.
As stated in a previous article, once word of Google’s relevancy update hit, the renowned search engine message boards were abuzz with the news. The general reactions commented that while Google’s description of the changes were a little cloudy; users welcomed a more relevant approach to AdWords placement.
Syzygy, a poster at WebmasterWorld, offered, “whilst (Google) is being somewhat vague, I do believe I can see quite a bit of benefit in this.” Some believe the update will give higher relevancy to exact matches over broad matches.
“AdWordsAdvisor,” a poster with an inside to Google’s AdWords support staff, says this is just a result of the algorithm improvements: “Rather than favoring exact match as part of the algo, the system determines position in the usual way (Max CPC x CTR) for each and every broad keyword variation – and ranks accordingly. Since the exact match is likely to have a better CTR (assuming a well targeted ad), then it may well appear to be ‘favored’.”
Google’s alterations caused customers to notice changes in ad performance, almost immediately. Forum member “johnnydequino” said he noticed a difference in the placement of his ads, with some appearing in 1st position. Johnny is of the opinion that Google had to make this change because he feels broad matching is “totally worthless” when it comes to searchers.
However, keep in mind that Google is not abandoning its broad match service. The goal is to ensure that the most relevant ads are shown with the corresponding keywords. Because broad matched terms are just that, exact matches will, according to Google’s algorithm, probably be given a better ranking.
If you are an AdWord customer who employs broad-match as your primary method of ad placement, you may have to consider optimizing your ad-copy. Either that, or refine your keyword bidding. These suggestions come directly from Google. If relevance becomes an issue for AdWords clients, Google also suggests:
“1. Use multiword, specific keywords to remove singular and/or general keywords. You can use our Keyword Tool to refine your keywords.
2. Create new Ad Groups specifically containing your targeted keywords in your ad headlines or text.
3. Use keyword matching options to help weed out irrelevant searches. For ideas on negative keywords, look at the irrelevant results from our Keyword Tool as negative keywords.
4. Use descriptive and specific ad text to highlight the relevancy of your ad.
5. Delete poorly performing ads with low clickthrough rates (CTRs) to improve the CTR for your keywords and campaign.
6. Use keywords in your ad text to attract users to your ad. Plus, if a user searches on a keyword that appears in your ad, the word will appear in bold.
7. Review more tips on improving your CTR.”
Chris Richardson is a search engine writer and editor for murdok. Visit murdok for the latest search news.
