skibum - 11:11 pm on Nov 2, 2003 (gmt 0)

Agree completely. From the advertisers point of view, some campaigns have maintained about the same ad spend per dollar of revenue generated.

It has decimated other campaigns to the point where ad spend is equal or greater than sales reveune. Despite a pullback to exact and phrase match which is TONS more work, campaigns that were profitable before are now break even - sales $$ to ad spend or money losers.

Its great for brand advertisers flush with massive marketing budgets but overall the extended broad match is a big step backwards and contradicts Google's relevancy mantra.

Why not bring back the old broad match, people liked that and it worked, kinda like Classic Coke.