02.28.08
Adwords Max Budget nightmare
As you may have heard, the Adwords team recently devised a new way of increasing each Adwords account spend by introducing a few feature called “Automatic Matching”.
Basically, if you are not spending your daily budget, Google will read the content of your landing page and automatically bid against keywords it encounters on your landing page which you didn’t originally specify within your account. The performance of this new feature is currently being tested by selected Adwords clients. Although automatic matching has good intention, it will cause more overhead for the SEM Manager which will now have to.
- Adjust his/her daily budget and most likely reduce ad exposure.
- Keep track of each keyword which was automatically added by the system.
- Continuously add negative keywords to prevent bidding on unwanted keywords.
- Optimize campaigns due to changes in Quality score
This is a brilliant move from Google to increase ad spend for less experienced PPC managers, but unfortunately it will create more overhead for the veterans. Maybe Google will listen to the outcry of many SEM Managers and add an opt-out option similar to the content match option.
Read the email Adwords sent out here.
