I suppose the unavoidable effect of this keyword matching change on advertisers is this:
In my campaign over the last 30 days, [small widgets] received 164 clicks at $0.18/click and [small widget] received 181 clicks at $0.04/click. Once this change goes into effect, most people won't opt out and everyone bidding on [small widgets] and not bidding on [small widget] will all-of-a-sudden be bidding on both and the average CPC of [small widget] will rise to closely match that of [small widgets]. This could be a seriously large revenue increaser for Google.
Opting out will still allow the most granular control of my bids to coincide with ROI. Not opting out will mean picking up some keywords that aren't in my list. I'm not sure which way to go. What do you guys plan to do?