Up until this morning I haven't had any major problem with adwords, I have quite a CPC to keep up with the competition.
This morning I noticed all the Adwords result positions had changed and knocked me onto page 2 even while paying a very high CPC, which I doubted every competitor had increased theres overnight...
My setup is a variety of general categories of words with varying CPC's, but two main ones.. One a brandname one that using general keyword matching which is set at a low amount to catch any people that using general terms and the other an EXACT brandname match for a whole known brand...
As from this mroning it appears a search using the exact brand brings up my ads from the general keyword group.. thus making me increase the CPC, but obviously costing a fortune as this covers all general uses of the name.
After editing my campaigns this morning I'm finding that ads are only showing on exact matches i.e. a search for widgets shows the ad while a search for red widgets doesn't.
To rule out other factors I've created a spoof campaign with one made up broad match keyword that doesn't appear on Google. A search for that brings up the ad but anything else in the search box doesn't.
Can someone tell me I've not gone mad and it really *isn't* meant to work like that?
I spoke to google about my escapades with the broad match problem on my keywords. Basically the outcome was that they couldnt guarantee broad matching on the keyword (despite its low competition) and that I should put all the exact match keywords in instead - It wasnt that long ago that I got told to stop loading the campaigns up with exact match and try to use broad match - I suppose the way forwards is to use both but scale the amount of keywords reasonably - not great.
Basically the outcome was that they couldnt guarantee broad matching on the keyword (despite its low competition) and that I should put all the exact match keywords in instead...
Another way to think of it: Broad match is not meant as a guarantee that an advertiser will show for any and all variations of their broad matched keyword. Rather, ads will be shown for any and all variations that are predicted to be relevant.
And, with that in mind, if there are particular variations of the broad matched keywords for which it's important to be shown, then these should be added as exact matches.