Google Adwords is launching a new feature called “Automatic Matching”.  Previously, Adwords had three keyword match options; Exact, Phrase, and Broad.

Automatic matching is a wider option than the broad match.  In broad match, if you bid for jordan, your ads might show for keyphrases like “jordan shoes”, “michael jordan”, “capital of jordan”, “president of jordan”, etc.  With the use of negative keywords, broad match might be a good option for some campaigns.

When I start a brand new adwords campaign, depending on the case, I might turn the broad match option on, and use conversion tracking to analyze the converting keywords, and come up with a list of negative keywords to add into the campaign later on.  But I have never been a big fan of broad match.

Unless, you are seasoned PPC marketer, you have to be very careful about broad match, especially with the new feature “automatic matching”.  Let’s go with an example;

You’d like to promote michael jordan brand and products.  For the keyword you enter “Michael Jordan”, but if the automatic matching feature is on within your campaign, your ad might show up for basketball related searches such as “MVP NBA”, “Basketball”, “legendary basketball players”.  Because Google’s algorithm will see these keywords laterally related to “Michael Jordan”, and will try to spend your unspent ad budget with these keywords.

As I said, if you are seasoned PPC marketer, you might come up with several ideas to use this feature, but if you are not, I’d highly suggest turning this feature off within your campaigns.  If you like to try it, you have to implement Google Conversion Tracker and track each keyword’s ROI.

If you’re account is eligible for the new automatic matching; Go into your account campaign settings, in the advanced options settings there is a new option for Automatic Matching. Check or uncheck the box where it says ”Show ads on more search queries without adding keywords”.  Here’s a screenshot:

Google Adwords is all about the ROI and numbers game.  You have to follow the new features, and updates closely in order not to lose any money.  Also remember to track your campaigns within keyword level.  That’s how you will get the best buck out of your advertising budget.