Dive Brief:
- Late last week, Google announced a change to its AdWords that removes the ability to exclude "close variants" of keywords — including plural versions, alternate spellings, misspellings, etc.
- The move removes some control of where search ads appear in results, and would also cause some advertisers to pay for keywords they might not be thrilled about. The practice of a pure keyword campaign would also become extinct.
- Many search marketers are angered by Google's decision and have taken to social media to air grievances — many with the pay per click hashtag #ppcchat.
Really @adwords? This isn't adding an option, it's taking one away. I like excluding close variants. #ppcchat http://t.co/880F7ZJEVY
— Eric Heiken (@EricHeiken) August 15, 2014
Terrible idea by @adwords Less control = worse results > Close variant matching for all keywords > http://t.co/wVC9K4JELY
— Brad Geddes (@bgtheory) August 15, 2014
Google Adwords PR - "How do we spin crap to seem like it is the tastiest dessert these advertisers have ever had?" #ppcchat
— ßryant Garvin (@BryantGarvin) August 15, 2014
Dive Insight:
Google may see the move as a way for advertisers to cast a wider net, but as all search marketers know, that isn't always the best tactic. Sometimes a campaign really needs to stick to one specific word to make the PPC costs worth it. The question is— will Google listen to its customers?
