be warned

April 18, 2012

Let me outline a situation for you quickly:

Hypothetically, you’re a public company that lives and dies on it’s share price.

For years you’ve been the only supplier of your product.

You’ve made billions!

The shareholders are happy :o )

Then along comes a new upstart company.

They grow twice as fast as you did.

They’re smarter than you and they know it.

They’re stealing your business, your share price falters and the investors want ACTION!

So you go looking for ways to grow your revenue, but there is only a finite universe of people who want your product, it’s not like you can manufacture customers.

So you’re options are to:

1. Sell more to your existing customers

2. Take more from your existing customers

What do you do?

If you’re smart you’ll do both.

This is the situation Google finds itself in today Google announced that it would be altering it’s keyword triggering algorithms

in effect Google says it will no longer serve exact match keywords as exact match it will now serve them as quasi phrase match keywords to help us (the poor poor advertisers) do better….

So to make this very clear for you, yesterday one of my keywords [teach my baby how to read] would ONLY serve my ad IF someone typed in that exact word combo in that exact word order.

And as you can see that’s a strong indicator of buying interest for my product.

However; this is what Google says:

“Starting in mid-May, phrase and exact match keywords will match close variants, including misspellings, singular/plural forms, stemmings, accents and abbreviations”

That all looks great until you realise that search intent varies greatly from word to word!

What this will do for Google is vastly increase the number of times my ads get shown and clicked on resulting in MUCH more money for them and less in my bank account.

So my advice is get to work NOW on negative keywords, because come May your traffic may spike but your conversions will drop.

Neil Asher

P.S Facebook‘s ad revenue took a hit recently so expect a similar strategy from them in the not to distant future….

P.P.S want to opt out of this?

  1. Click the Settings tab.
  2. Scroll to the “Advanced settings” section. Click the Keyword matching options link.
  3. In the “Exact and phrase match” section, select “Do not include close variants”.

This post was written by

Neil Asher – who has written posts on Neil Asher.
Neil Asher - lazy Git Neil Asher my mates call me running businesses in 5 countries, entrepreneur and 3rd worst flamenco guitarist in London, twice customer of week at Starbucks and full time dad to Isabella Asher, I love helping people get their business online

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