Google Tweaks AdWords Targeting

Share this article:
Google told advertisers last week that it would alter its ad targeting to improve ad relevancy for some searches.


The changes initially will affect advertisers using Google's AdWords broad-matching option, which expands a keyword to encompass similar concepts. Previously, an advertiser could have its keyword disabled because of low click rates on unrelated searches. Now, Google will still show the ad for searches directly related to the ad. Unlike other paid listings providers, Google ranks ads by both the amount bid and their click-through rate.


In an example given by the search company, an Alaskan cruise business that bid on "cruises" with the broad-match option might have had its keyword disabled because of poor performance for queries like "Hawaii cruises." Now, Google would show such a listing for searches like "Alaska cruises" or related searches.


Google said it did not change its relevancy requirements, only how it gauges relevancy. The company said the changes aim to improve the performance of its AdWords listings and the site's user experience. It said the changes would alter the click rates, cost per click and ad ranking for some keywords.


Google said it eventually would roll out the adjustments to other keyword-matching options.


Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Digital Marketing

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

How Amazon Ads Might Change the Game

How Amazon Ads Might Change the Game

Will the Great Recommender introduce "pretargeting" to the menu? Is it destined to become the King of Conversion? Or will its ad business simply settle in between Google's and Facebook's?

Less Than Half of Marketers Say the C-Suite "Gets" Digital

Less Than Half of Marketers Say the C-Suite ...

The long road to digital marketing leadership starts with organizational alignment, a study finds.

Candidates Hook Into Twitter

Candidates Hook Into Twitter

A digital agency for politicians puts the power of presidential electioneering into the hands of Congressional campaigns.