GoogleAds "smart campaigns" - Don't Be Fooled
Recently Google AdWords has switched to being called GoogleAds. They now offer what are called “smart” campaigns to make running your own campaigns easier. However, there is something that rubbed me the wrong way when exploring this option with someone that works in their ad department. He said "we are going to get a lot of traffic to your site!" So I asked, "are these keywords set to broad match and do they have to be?" He said they have to. What!?
I get that Google wants to make more money but it makes me uncomfortable because the average business owner doesn't understand keywords and on top of that understanding match types will likely be out of the question. It seems like Google is misleading new advertising clients with poor planning. Below is some more information concerning match types. Make sure to review what is going on in your advertising campaign. You may be pulling in more traffic but will it ever convert? Adwords consultants from Google typically don’t understand your goals or industry and tend to take a cookie cutter approach to setting up and running campaigns.
Broad is the default match type and the one that reaches the widest audience. When using broad match, your ad is eligible to appear whenever a user’s search query includes any word in your key phrase, in any order. For example, if you use broad match on "luxury car," your ad might be displayed if a user types "luxury cars," "fast cars," or "luxury apartments." Google may also match your ad to queries using synonyms – for example, your ad might display when someone searches for “expensive vehicles,” which doesn’t include any of the terms in your keyword.
Phrase offers some of the versatility of broad match, but like modified broad match, introduces a higher level of control. Your ad will only appear when a user queries your key phrase using your keywords in the exact order you enter them, but there might be other words either before or after that phrase.
Exact is the most specific and restrictive of the keyword match types. With this match type, users can only see your ad when they type your exact keyword phrase by itself.