Examining “Automatic Match” From Google AdWords

In case you’re not yet aware, a new feature by Google AdWords called “Automatic Matching” has been introduced. This feature allows Google to use remaining budget for the day on other keywords that relate to existing keywords within a campaign even if they are not in your existing list.

So this is applicable for campaigns that have bigger budgets that won’t get exhausted easily.

The voice within search community is that this is not a good idea as it leaves remaining budgets allocated on not-so-targeted keywords. For example, if you aim for “adidas shoes”, this feature could put your remaining budget to “slippers” as mentioned in the e-mail received by one of those introduced by this feature.

I’m excited to tell you that you have been selected to participate in a beta for our new Automatic Matching feature which will be starting on February 28th.

Automatic Matching automatically extends your campaign’s reach by using surplus budget to serve your ads on relevant search queries that are not already triggered by your keyword lists. By analyzing the structure and content of your website and AdWords campaigns, we deliver more impressions and clicks while maintaining your current CTRs and CPCs.

For example, If you sold Adidas shoes on your website, Automatic Matching would automatically crawl your landing page and target your campaigns to queries such as: “shoes” “adidas” “athletic”, etc., and less obvious ones such as “slippers” that our system has determined will benefit you and likely lead to a conversion on your site.

It is obvious that large advertisers are the target of this new feature or at least campaigns that don’t exhaust their daily budget. But I’d rather keep my budget for the next day than to feed it to Google by allowing it to be used for those off-tangent search terms.

Be assured that automatic matching will try to never exceed your budget. If you’re already meeting your daily budgets, automatic matching will have a minimal effect on your account.

It better be. Otherwise, it would be like Google asking for a penny, was given a penny but would ask for penny.

See what others have to say:

Dan Thies
Alley Insider
Site Creations

Just in case this feature gets introduced to any paid search campaign on 28th of Feb, maybe it’s better to take a pass this time.