Google Ads has recently faced backlash after reports of automatic keyword match type changes in campaigns. When advertisers switch from non-conversion to conversion-based bidding strategies, exact and phrase match keywords are reportedly converted to broad match without prior notification.
This unexpected adjustment has left many advertisers concerned about its potential impact on targeting and ad budgets.
Why advertisers are worried
Broad-match keywords cast a wide net, often attracting a less relevant audience than exact or phrase matches. While this may increase reach, it also raises the risk of attracting irrelevant clicks, leading to wasted ad spend and diluted campaign effectiveness.
For advertisers relying on precise targeting, this automatic change could derail well-optimised campaigns. The lack of transparency surrounding the adjustment further exacerbates frustrations among advertisers.
Industry experts voice concerns
Prominent figures in the advertising space have spoken out about the issue. Navah Hopkins from Optmyzr criticised the change, particularly its potential impact on less experienced advertisers. She remarked, “Those of you who know me know I’m usually pretty balanced when it comes to Google ‘choices,’ but this is a pretty horrible one (especially for those who aren’t as comfortable with Google Ads).”
Harrison Jack Hepp, founder of Industrious Marketing, questioned the effect on existing keywords, asking, “Does it pause or remove the old keywords? Not exactly a simple change in most campaigns.”
Similarly, Senior Director of Digital Marketing Christi Olson expressed her disappointment, stating, “Google has always prioritised what makes them the most $$ … not what is efficient or effective for ad spend. It’s not shocking.”
Google’s response
Ginny Marvin, Google Ads Liaison, has responded to these concerns, confirming that this behaviour is not intended and is currently under investigation. However, advertisers are advised to take proactive steps to mitigate the potential impact of these changes.
Experts recommend regularly auditing campaigns for keyword match type changes and closely monitoring performance metrics to catch any unexpected shifts. Adjusting to the preferred match type can help maintain the intended campaign focus.
While Google investigates the issue, advertisers must stay vigilant. Missing these automatic changes could lead to an uncontrolled rise in ad spending and decreased campaign performance. Double-checking keyword settings when updating bidding strategies is essential to maintaining control over your campaigns and ensuring efficient use of your budget.