One effective, yet costly, way to help drive traffic to a website is through the use of PPC (pay per click; google-adwords) advertisements. Yet google has found a way and, by the end of the this month, are enforcing us all to use the new adwords policy termed “Close variant keyword matching”. But what does this really mean?
This article is not authored by google, therefore we will skim over the positive spin that they would automatically inject into their new campaigns, but rather focus on some potential drawbacks.
If you read google’s articles about it, it sounds like a good thing; and google plays it up that advertisers already using the new close variant method claim to see an increase in traffic. That may be true: but what is the cost of all the extra ad-impressions being served out?; and perhaps also errant click-thrus by people searching for something ‘slightly different ‘.
So say that you have been used to paying google to advertise your site for keywords ” women’s floral skirts “. So, under the new policy, on he default close-variant matching option “Broad match”, web searchers typing in “women’s floral shirts ” or even “colorful female shirts ” might be presented with your ad. Google might *think* there is a possibility that perhaps a typographical error happened when a person typed in ‘shirts’ and your ad for ‘skirts’ might pop up. This is just one tiny example, as the total domain of possibilities is immense. Perhaps you can quickly think of your own example(s) too.