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;
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