2 February 2009
Filed under Google
Hot on the heels of Yahoo optimising client PPC accounts, Google have recently implemented .“Automatic Matching”
Automatic Matching is a method Google uses to add qualified traffic to your account from keywords you did not include in your campaign. The new queries will only apply spend if the account’s daily budget is not being depleted. It aims to generate an average CPC inline with that of the relevant adgroup. It also only applies to Google’s search and search partners, not the content network.
I recently examined a PPC account that is being run inhouse, and it is apparent that Google automatically opts you in to this service. (Surprise huh?). Initial results were mixed - in some adgroups the automatic matching had yielded a better CPA, in some it was worse. However some bloggers have warned users away from using this feature.
Personally, I think the tool could be useful for those doing PPC themselves without the aid of an SEM agency. But to find out which search queries are being generated you have to run a search query report, something an Adwords novice may not be aware of. For agencies, it could be a useful, although I really think this is a lazy and potentially costly way of find new keywords. Better to use the keyword tool and possibly an ontology tool.