Google Losing Fan Base? (Part 5)
First the broad matching ads are less relevant. The term broad indicates far reaching and is self explanatory to its end effect on relevancy – which is in the exact opposite direction of Google’s roots. This new type of broad matching matches many remotely close search phrases to those paid for by the advertiser. Couple near matching with the fact that ad sites and pages are scanned for relevancy (which is frequently inaccurate) and a big problem starts to come about with how to provide relevant ads on the syndicated results.
While many of the SEO experts know how to use negative keywords, tracking, and other advanced features, the smaller advertisers do not always have the resources or understanding to effectively use this new, more complex medium.
