Google AdWords is always testing new things. That’s not bad, right? Well, to some people, a new beta test of something called Automatic Matching may be a bad thing.
Evidently, the folks at Google AdWords thought it would be a cool idea to automatically match keywords for advertisers who may not have a complete list of keywords in their PPC campaigns. They’re just opting people in and surprising them with an expanded keyword list – and an expanded budget. Some people don’t like it.
But some people, like Barry Schwartz at Search Engine Land, thinks it is not a bad thing. To me, the jury is still out. I agree it may not be a bad thing; however there is a danger. If this ever moves out of beta Content Network users & new advertisers may not know to opt out and be hit with budget concerns that are too overbearing to live with. Some advertisers have fallen prey to this with the Content Network and have ended up hurting themselves by letting their budgets get out of control. This could happen with the Automatic Matching feature if you don’t watch it.
But as it stands now, the beta is only in limited form. It doesn’t apply to everyone. If it does move beyond the current stage for testing, or rolled out completely, then advertisers will need to keep an eye on their budget. If they don’t want to be included in Automatic Matching, they will have to opt out. Be on the look out for these kinds of changes from Google AdWords. They like to make them.
Just to be clear – I’m not saying I don’t like it or won’t use it…I have not seen it in action so I’ll hold off on passing judgment until I have more data.
What does bug me is the auto opt-in…especially when it happens on a Friday afternoon before a 3 day weekend.
The auto opt in was a concern for us as well, but our daily budget is set so I think we’ll be ok. I agree the jury is still out, hopefully it doesn’t pull away from our campaigns taht are already effective.