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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.
Out of three exact matches
Keyword A - Matches on Exact Match
Keyword B (Plural of A) - only matches on the same keyword in my broad match.
Keyword C (Keyword B with UK after) - only matches on the same keyword in my broad match.
...and the searches where this is happening have no featured Ads as if they have been refreshed..
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?
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.