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This New Broad Matching "Feature".....

Any initial reactions? More high quality traffic or just junk traffic?

4:02 am on Oct 10, 2003 (gmt 0)

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WebmasterWorld Administrator skibum is a WebmasterWorld Top Contributor of All Time 10+ Year Member

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It hasn't been up for long but does anyone have any thoughts on this new broad matching "feature"?

So far here its just resulted in a lot more traffic and expense that doesn't convert so switched everything to phrase match.

It would be nice if the option was still there to keep the old matching in place while being able to see the potential broad matches without automatically getting them or having to put tons of negatives on everything.

4:04 pm on Oct 17, 2003 (gmt 0)

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I too hate the new feature. Our daily budget has now jumped from 700.00 daily to 2600.00. We use to have ads dealing with the company names of our clients and now everyone is listed. One of our clients use to be in position #1 for his company name at $0.05 a click, now we are on the bottom of the 3rd page. Where is the relevency there? One of our clients spends about $25,000 a month, now it looks like they will have to spend around $50,000 a month just to keep the positions they once had. I spent alot of time to create a great targeted campaign and now every lazy advertiser is there.

This is a horrible tool and it seems it is used just to make Google more money, unless you call lower ctr, lower relevency, lower positions helpful for advertisers and searchers.


4:21 pm on Oct 17, 2003 (gmt 0)

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Sounds like everyone's now in *serious* need of an effective keyword portfolio management solution that can manage these large keyword campaigns automatically and in light of the new Google broadmatch features.

You all are voicing a problem, which boils down to 'My ROI has just gone through the floor'. I would bet, however, that not even 5% of you are managing, in real-time, all of your bids in relation to the real-time ROI for not only each keyword, but the entire portfolio of keywords.

Not wasting a single nickel is what you must all do, and managing your portfolios in real-time (and in relation to instantaneous keyword-level ROI) is the only way to get there.

You need tools. Humans cannot possibly do all the math involved to make the right keyword investment decisions. You *can* and should define your portfolio-level ROI goals, but don't think you can trade on Wall Street with you Excel spreadsheets and your slide rulers.

I don't mean to be rough, but many of you are now trading multi-million dollar keyword portfolios, and you need to invest in portfolio management systems or you will be out-traded by those who do.

7:25 pm on Oct 17, 2003 (gmt 0)

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I'll be blunt. I've seen you post this same thing about twenty times on WW. Care to share your name and the name of your company? You talk a big game, but many of us believe we provide a value-added service and frankly I don't believe that your software can deliver on its promise to any but the very largest e-tailers, and even there, it could actually foster a massive screwup without the right people running it. Good luck finding those people.

You can't quantify everything. Just ask any company that's used heavy-duty business "intelligence" software. If the software did what it promised and you followed that to its natural conclusion, the Fortune 1000 could fire 90% (or more) of its management. Whole companies could be run by algorithm. Wouldn't that be fun.

What if your software does a dumb thing and tells me to turn off my ads when I really should be press on? What if Google makes it difficult to "go broad" as you suggest ("hundreds of thousasnds of keywords"? is this really the point of all this? then why not slam the whole dictionary into your account, permutated a googolplexfold?) by installing even stiffer relevancy requirements?

Anyway, we'd all appreciate it if you'd just come out and tell us what's up with you, your software, and your company. Put up or clam up.

I really hope I don't see the day when your market analogies play out to the extreme. It would be a terrible waste of brain cells and processing power if uber-traders were out there making the keyword market "efficient" by writing covered calls on the phrase "bikini wax." But I may be digressing now...

7:33 pm on Oct 17, 2003 (gmt 0)

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I seem to have run afoul of the board's policies, so I'm going silent. Sorry if I came off as overzealous, my intent is only to educate on a topic I'm focused on.
1:59 pm on Oct 18, 2003 (gmt 0)

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My costs have increased with no increase in sales at all.
I have had to put the brackets around most of my keywords
to stop all the lousy traffic. I will not pay more money
for less sales, it just does not make good business sense.
2:27 pm on Oct 20, 2003 (gmt 0)

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I was comparing impressions since broad match was implemented against the past 6 months of impressions.

One thing I've noticed w/ broadmatch is that a lot of 2nd tier matching (1st tier is handmade red widget, 2nd tier is red widget, and 3rd tier is widget) has increased 40% in impressions in broad match (expected even with a huge list of negative keywords - just bring back the option of old broad match or new broad match). Our 1st tier has dropped by 25% - 75% in impressions.

The new broadmatch seems to be killing the impressions of the most specific terms.

Also, and this one I just can't figure out, our 2nd tier KWs have doubled in CTR since broadmatch, and our 1st tier has dropped from 15-25% to 8-15%. Our position has not changed, its as if all the people who were clicking on the specific terms have jumped to more general terms - which is probably not the searchers, but which ads are actually displayed.

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