Google's Broader Search Match
Changes to Google's paid-search ads may leave many guessing. Bill Slawski admits to not using paid-search tools, but the strategy Google announced recently has him wondering about the influence on broader matches in Google Adwords. Will it continue to serve up only exact-match volumes for keywords entered, or will it start reporting matches for keywords that are broader? he writes. He wonders because Google recently was granted a couple of patents around search ads, including one explaining ways the search engine might modify or expand the range of terms and phrases to which advertisements may match.