Marketers fume as Google removes the Exact Match feature for AdWords

[Olivian Breda]

Marketers fume as Google removes the Exact Match feature for AdWords

A recent change Google made to its AdWords advertising tool looks like it should be beneficial to advertisers. But there's plenty of them who would vehemently disagree.

Search marketers were up in arms about a recent update to AdWords where Google announced that it was removing the Exact Match feature. Exact Match lets advertisers place ads around very specific keywords. That means that an advertiser's ad will only display when a certain term is typed into Google search. This allows advertisers to exclude misspellings, or close variations of the word.

For example, if I'm a local bakery specializing in macarons, I could buy an ad to show up whenever someone types in "macarons in San Francisco." Using Exact Match, I could exclude the ad from showing up when someone types in an incorrect spelling, such as "macaroons" (which is an entirely different type of pastry.) This allows advertisers to save money by having their ad display only when very specific terms are typed.

However, Google says no more. It is removing the Exact Match feature and will now display your ad whenever somebody types in "macarons," "macaroons" or "maccarons." On the surface, that looks like a good thing. You automatically get your ad shown more times to people, in relation to more search terms, and conversely this leads to more people discovering your business. However, as most advertisers noted, this could mean you spending more money than you want, and losing control over the search terms your ad shows up for.

[emm]

Destul de naspa, ca sa folosesc o expresie din popor, dealtfel moderata.

[dthguy]

eu cred ca google vrea sa listeze mai rapid pachetele de afisari cumparate de advertiseri ... probabil sunt cantitati imense neconsumate sa zic asa si astfel se consuma pe kw asemanatoare cu cele dorite ... e clar ca nu e pe placul celor care platesc ...

[Prometeu]

Poate tot răul spre binele lui Google și a publisherilor

[emm]

@Prometeu, esti vesel, de unde deduc ca esti publisher.

[Prometeu]

@Prometeu, esti vesel, de unde deduc ca esti publisher.

Si publisher si advertiser :p.

Nu e veste bună, sunt conștient de asta, și ca publisher sunt conștient că advertiserii trebuie să fie mulțumiți pentru a face reclamă în continuare.

Vesel încerc să fiu mereu, și când Google mai schimbă ceva ce ne afectează pe toți :p