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Pros and Cons of Google AdWord's Automatic Match Christine Churchill KeyRelevance.com Dallas, TX - Feb 24, 2009

Last year Google introduced a new program for AdWords advertisers called "Automatic Match." This program promised advertisers an effortless way to expand their presence online by letting Google automatically add keywords to their AdWords campaigns. Here is Google's description of the program:

"Automatic matching is an optional feature that helps your ads reach targeted traffic missed by your keyword lists. It works by analyzing the content of the landing pages, ads, and keywords in your ad group and shows your ads on search queries relevant to this information."

Let's explore this program from the advertiser's perspective.

Positive Aspects of Automatic Match

Easy Way to Expand Traffic. If you use Automatic Match, Google will start driving traffic on additional keywords to use your unspent budget without your involvement. You don't have to approve keywords or even review them. They will automatically appear in your account in a separate section, so you can track the aggregate performance of Automatic Match.

Keyword Research Tool. Using Automatic Match, Google will add keywords you may have overlooked, so the program could act as a source of new keywords. To get keyword suggestions from this product, use your analytics package to view the Google PPC keywords and look for hidden gems. Running a Search Query Report from within Google AdWords will give you some of this same information, although Google aggregates some queries so you may not see them all. We use a third party tool PPCProbe (www.PPCProbe.com) to capture and display every user search in real time.

Lateral thinking. Automatic Match identifies categories of keywords that might be "outside the box" of your normal realm of thinking. These keywords could represent missed opportunities and possible site expansion ideas.

Negatives of Automatic Match

"On" by Default. When launched, this option is "on" by default. Many people are in the program and are not aware of it. You have to edit your campaign settings to turn it off and opt out of the program.

The checkbox is pre-checked by default. Uncheck it to turn off Automatic Match.

CPC-Based Criteria. The performance Google considers in selecting keywords is based on lowering Cost Per Click (CPC), not lowering Cost per Acquisition. This means the words it adds to your campaigns may drive traffic, but may not convert well.

Unfocused Keywords. Since this is an automated tool, there is no human-in-the-loop to provide common sense. We tested the Automatic Match program (www.semclubhouse.com/google-automatic-match-an-actual-analysis) on a real account. We found the program added keywords that were very wide of the mark and reduced ROI.

Is Automatic Match Right for You?

Automatic Match may be a better fit for content sites than for e-commerce sites with a well-defined product offering. Test it, but don't use it blindly. Monitor what keywords bring clicks. If you find the phrases aren't converters, play it safe and turn Automatic Match off.

Christine Churchill is the President of KeyRelevance.com, a full service Dallas search engine marketing company that specializes in helping businesses succeed online. Christine and her experienced team of online marketers provide a holistic approach to marketing:  increasing a site's visibility online, improving the user experience on the site, and maximizing the site's conversion potential.