The Evolution of Adwords

For the SEO company that has long used Google Adwords to generate leads, it is worth noting that it has changed somewhat in recent years. Some Los Angeles businesses have found a lot of success through Adwords, but it used to be that only exact search terms would trigger them. Not long ago, the search parameters changed. Now, singular and plural forms of the words in question can trigger the appearance of an ad, as can misspellings, acronyms, and abbreviations. The question that many advertisers are asking is if this new system is an improvement or a drawback.

How Much Do These Changes Really Matter?

Some advertisers loved the old way that Adwords was constituted, and they felt that any change would be resoundingly negative. However, for the majority of those who run campaigns using Adwords, it has not been as cataclysmic of a shift as they expected. Close variant keyword matching, which is the way the new system works, better reflects the way that internet users search for things. A person might be relieved to see ads related to their searches if they use a slightly different word variant, if they misspell the word by accident, or if they use an abbreviation. Frankly, people who use search engines are inclined to be lazy, and they seldom bother spelling the word out entirely or use exactly the correct spelling to find some purchase options related to what they typed.

Unexpected Customers

Where the new system might be the most beneficial, however, is in the case of people who are searching for something that is only somewhat related to the ad in question. If they’re looking for a new birdfeeder, but an advertisement for bird seed popped up, maybe that wasn’t what the person was searching for, but they might consider buying it anyway. Research has shown that shoppers online are somewhat open to suggestion. In this context, what that means is if something appears that is tangentially related to their original search, they might give it a moment of consideration for no other reason than it’s there on the screen in front of them. The use of Adwords with close variant keyword matching in place might lead to some sales that wouldn’t have occurred if the old method was still being used.

The conclusion is that Adwords is still useful, and even with the revised user method, it should still be a part of many campaigns. If you’ve hired an internet marketing agency for your business, talk to them about whether your company can benefit from Adwords.