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Why AdWords serves broad match in certain hours only

     
7:19 am on Mar 14, 2009 (gmt 0)

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I see that broad or expanded broad match has been used to fill in the gaps if long run ads get shut down. I see it based on the ads that I've stopped for keywords that are really of high search volume.

Only in such cases, results suddenly are "colored" with ads that have never been shown before, and only during the hours that are too late and too early.

Ads are in some kind of relation to those terms so Google cannot be blamed for no sense serving.

Still, I don't like how it (AdWords) keeps it's money making machine (well) fed. It's the concept that "feels" like cheating:

1. Google gets extra buck from those that use that broad match
2. Google gets extra buck by increasing the cost to existing players

I wish people know more about broad match.

To finish, based on my experience, I know that those "broad" based ads do not get any conversion, even when they're thrown onto #1. Yes, really thrown, not shown.

3:36 am on Mar 15, 2009 (gmt 0)

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I wish people know more about broad match.

What I know is that you have to be very careful with which ad groups you use broad match in.

Going through my many ad groups for ROI, I noticed a trend. The more profitable ones tend to have few if any broad matches. I may miss a few searches, but over time, studying logs, I've gotten a sense for how the true converters search.

Conversely, ad groups overloaded with broad matches get a lot of clicks that are useless.

**************

You mention the tendency for this to happen more in the very late and very early hours. Could they be showing in faraway places? If they are turning up in the top spot, it may mean you're the only advertiser using those words in that region. I've noticed that trend too.

Assuming your ads are in English, any chance that you are advertising in countries where your ads are showing up where English isn't the predominant language?

Even if you are picking the most likely countries for your product/service, country targeting is less than perfect.

Sometimes keywords will be triggered by a search initiated by someone using but one of your words that has a different meaning in a searcher's language of choice -- even if they are searching Google in an English speaking region.

I've seen this firsthand in my logs.

**************

One of the downsides with a broad match keyword is it often takes the inclusion of but one of the keywords to trigger an ad.

Though I have noticed this is less likely with the long-tailed broad match keywords vs. 3-4 word broad match keywords. Possibly because the long-tails hardly get clicks and perhaps don't qualify for expanded broad match.

This expanded broad match hurts more than it helps, IMO. I can come up with all the likely variations on my own without the Google algo's help, thank you!

The reason: Computers still cannot "think". On good days anyway, I can still "think" a bit ;)

**************

Be interested in what others have to say.

Not sure how much my theories "hold water" -- or are "water carriers" to put it in expanded broad match speak.

Israel

 

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