<< by on January 25th, 2008
There’s an old Beach Boys song called “Little Deuce Coupe” and its chorus goes “She’s my little deuce coupe. You don’t know what I got.” Well the coincidence is that I’ve got a little coupe to sell, actually we manage Pay Per Click Advertising for an auto manufacturer that sells a coupe, and it seems that Google has no idea what we’ve got…
Sexy car, yes. But not THAT Sexy!
The culprit is the much maligned Google Adwords Expanded Match. It’s my recollection that Google gave a lot more explanations about “Expanded Broad Matching” previously on its Google Adwords Help Center. But all I can really find now referencing it is this little blurb defining Broad Match:
“Broad Match – This is the default option. If you include general keyword or keyword phrases-such as tennis shoes-in your keyword list, your ads may appear when users search for tennis and shoes, in any order, and possibly along with other terms. For example, your ad may appear for the queries buy tennis shoes and tennis sneakers but not tennis players. Your ads may also appear on relevant variations of your keyword phrases and plurals, as well as some related keywords and phrases via our expanded keyword matching technology.”
“A note about expanded matching: The AdWords system continually monitors system-wide keyword performance and other relevance factors. This helps determine which expanded matches and variations are the most relevant to user searches.”
But anyway, back to the sex stuff. We have advertised on the word “coupe” for our client’s little coupe sports car and what did we recently discover? We started broad matching to the word “couple”. As in “couple live sex”, “live couple sex” and “amateur couple porn”. All to the tune of 102 clicks and over 16,000 impressions and about $136 over a relatively short time period.
These two are NOT a Coupe. But, for $9.95 a week…
We have written extensively about the evils of Expanded Broad Match and the glory’s of getting rid of irrelevant broad matching by use of the Google Adwords Search Query Report and exact match negative keywords.
We run search query reports on a regular basis for all of our PPC clients and have come to discover, that no matter how many times we add negative keywords, searchers and the really flawed Adwords Expanded Match technology will always find new ways to waste our clients PPC budgets.
It’s not the first time we discovered that we were inadvertently paying for sexually explicit keywords for advertisers who had nothing to do with those terms. Other problems have been noted half a world a way in Hong Kong.
Google has stated that approximately 20 to 25% of all the search queries it sees on a daily basis have never been searched before on Google. As a result, you have to monitor the search query reports for “original” search behavior and Google’s out of control technology. Even with monthly and sometimes bi-weekly examination of search query reports, we still see searches like these appearing.
We are now adding the negative campaign keywords “sex” and “porn” to all of our clients Adwords Campaigns just in case…