While creating a fairly simple campaign for a client recently I encountered an error message from the Google Adwords platform that I have not seen or recall noticing in recent memory. “Users don’t search for this term very often on Google properties, so it is not eligible to trigger your ads”. That statement brings several thoughts to mind for me:
- Who cares if it is not a high-volume keyword. Google should deliver an ad for any relevant keyword / ad combination that an advertiser creates to promote their product / service
- Is Google now forcing advertisers to use less relevancy therefore increasing overall ad spend?
- Recent and documented changes to Adwords has all but eliminated exact match keywords again forcing advertisers to deal with irrelevant keyword phrases including misspellings and close match variants
- It is now more important than ever to include organic SEO and other forms of traffic generation for keywords that Google is claiming will not trigger an ad
This brings me to another question that I would love for some of my other Adwords colleagues to weigh in on..
Has Google Adwords reached critical mass? I can’t believe that Google is intentionally forcing Adwords customers to target less relevant terms / keyword phrases to just increase revenues…it seems to go against the very nature of Google trying to deliver the best and most relevant search results possible. Yet, for very local terms that Google supplies search numbers for they force advertisers to compete with broad national terms to get an ad to trigger.
This along with the fact that Adwords has eliminated essentially exact phrase match, misspellings and close variants indicates possibly that the Adwords platform has reached some sort of critical mass and can no longer deliver highly targeted exact match ads that advertisers once enjoyed.
So what does this mean in the long run for Adwords advertisers? If the ability to create highly targeted ads has been diminished advertisers will end up paying more to compete for the broader terms that Adwords is forcing them to bid on.
Again, I’d like to see some other Adwords professional weigh in on this.
Also noted that Adwords is changing URL entered into destination URL field by appending with “www” and display URL is now all lower case.
Note about the author: Currently manage $200,000+ monthly ad budget on Google Adwords, Bing / Yahoo generating 20,000+ leads each month for clients in multiple niches.