Google's Automatic Matching: The Real Story?
Not so fast, says Mike Koper. "If relevance is the name of the game then I don't think a new feature like Automatic Matching, which will spend an advertiser's surplus budget by making educated guesses about what a searcher may be looking for, keeps inline with improving click quality."
Koper says that the new feature could actually burn up that surplus on clicks that may or may not actually be relevant--and for clients with thousands of keywords, those unqualified clicks can make the difference between paid search being a cost-effective strategy and one that's bloated and inefficient. Search marketers spend hours and even days coming up with highly targeted keyword lists--and now they should trust Google's algorithm to select better keywords for them?