{"id":647603,"date":"2024-12-24T19:30:30","date_gmt":"2024-12-24T16:30:30","guid":{"rendered":"https:\/\/en.buradabiliyorum.com\/google-ads-alert-broad-match-auto-toggle-raises-concerns\/"},"modified":"2024-12-24T19:30:30","modified_gmt":"2024-12-24T16:30:30","slug":"google-ads-alert-broad-match-auto-toggle-raises-concerns","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/google-ads-alert-broad-match-auto-toggle-raises-concerns\/","title":{"rendered":"#Google Ads alert: broad match auto-toggle raises concerns"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_84 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a2b08f341a32\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a2b08f341a32\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/google-ads-alert-broad-match-auto-toggle-raises-concerns\/#Switching_to_conversion-based_bidding_in_Google_Ads_may_automatically_change_keywords_to_broad_match_risking_inflated_ad_spend_and_irrelevant_traffic\" >Switching to conversion-based bidding in Google Ads may automatically change keywords to broad match, risking inflated ad spend and irrelevant traffic.<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"subhead\" itemprop=\"alternativeHeadline\"><span class=\"ez-toc-section\" id=\"Switching_to_conversion-based_bidding_in_Google_Ads_may_automatically_change_keywords_to_broad_match_risking_inflated_ad_spend_and_irrelevant_traffic\"><\/span>Switching to conversion-based bidding in Google Ads may automatically change keywords to broad match, risking inflated ad spend and irrelevant traffic.<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><\/p>\n<div class=\"bialty-container\">\n<p>When moving from non-conversion to conversion-based bidding, Google <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/download-scripts-themes-apps\/\" data-internallinksmanager029f6b8e52c=\"9\" title=\"Download Scripts &amp; Themes &amp; Apps\" target=\"_blank\" rel=\"noopener\">app<\/a>ears to automatically enable broad match on campaigns.<\/p>\n<ul class=\"wp-block-list\">\n<li>This affects existing exact and phrase match keywords, converting them to broad match without user confirmation.<\/li>\n<\/ul>\n<p><strong>Why we care.<\/strong> Advertisers switching to conversion-based bidding could unknowingly have their keywords shifted to broad match. Broad match can drastically alter campaign targeting, leading to spikes in irrelevant clicks.<\/p>\n<p><strong>The response:<\/strong><\/p>\n<ul class=\"wp-block-list\">\n<li>Advertisers, including <a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/in\/navahhopkins\/\">Navah Hopkins<\/a> from Optmyzr, flagged the issue, raising concerns about wasted budget and campaign performance.\n<ul class=\"wp-block-list\">\n<li>Navah led the criticism, reminding us that she isn\u2019t one to just disapprove of Google with no cause \u2013 \u201cThose of you who know me know I\u2019m usually pretty balanced when it comes to Google \u201cchoices\u201d but this is a pretty horrible one (especially for those who aren\u2019t as comfortable with Google Ads).\u201d<\/li>\n<li><a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/in\/harrisonjhepp\/\">Harrison Jack Hepp<\/a> (Founder of Industrious Marketing) questions what happens to the original keyword \u2013 \u201cUgh, now I\u2019m wondering does it pause the old keywords or remove them? Not exactly a simple change in most campaigns\u201d<\/li>\n<li><a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/in\/christijolson\/\">Christi Olson<\/a> (Sr. Director Digital Marketing) expresses how self-serving Google strategies are \u2013 \u201cGoogle has always prioritized what makes them the most $$ \u2026 not what is efficient or effective for ad spend. It\u2019s not shocking.<\/li>\n<\/ul>\n<\/li>\n<li>Google Ads Liaison Ginny Marvin <a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/feed\/update\/urn:li:activity:7272638081986441216?commentUrn=urn%3Ali%3Acomment%3A%28activity%3A7272638081986441216%2C7272968979051114499%29&amp;dashCommentUrn=urn%3Ali%3Afsd_comment%3A%287272968979051114499%2Curn%3Ali%3Aactivity%3A7272638081986441216%29\">responded<\/a>, stating this behavior is not expected and is under investigation.<\/li>\n<\/ul>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large is-resized\"><img fetchpriority=\"high\" decoding=\"async\" width=\"800\" height=\"221\" alt=\"Screenshot 2024 12 24 At 16.04.51\" class=\"wp-image-449792\" style=\"width:702px;height:auto\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/12\/Screenshot-2024-12-24-at-16.04.51-800x221.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/12\/Screenshot-2024-12-24-at-16.04.51-600x166.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/12\/Screenshot-2024-12-24-at-16.04.51-200x55.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/12\/Screenshot-2024-12-24-at-16.04.51-768x212.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/12\/Screenshot-2024-12-24-at-16.04.51.png.webp 1100w\" data-lazy-sizes=\"(max-width: 800px) 100vw, 800px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/12\/Screenshot-2024-12-24-at-16.04.51-800x221.png.webp\"><img fetchpriority=\"high\" decoding=\"async\" width=\"800\" height=\"221\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/12\/Screenshot-2024-12-24-at-16.04.51-800x221.png.webp\" alt=\"Screenshot 2024 12 24 At 16.04.51\" class=\"wp-image-449792\" style=\"width:702px;height:auto\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/12\/Screenshot-2024-12-24-at-16.04.51-800x221.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/12\/Screenshot-2024-12-24-at-16.04.51-600x166.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/12\/Screenshot-2024-12-24-at-16.04.51-200x55.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/12\/Screenshot-2024-12-24-at-16.04.51-768x212.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/12\/Screenshot-2024-12-24-at-16.04.51.png.webp 1100w\" sizes=\"(max-width: 800px) 100vw, 800px\"><\/figure>\n<\/div>\n<p><strong>Be smart:<\/strong><\/p>\n<ul class=\"wp-block-list\">\n<li>Regularly audit keyword match types after changing bidding strategies.<\/li>\n<li>Monitor campaign performance closely and revert any unintended broad match changes.<\/li>\n<\/ul>\n<p><strong>The bottom line<\/strong>. While Google reviews the issue, advertisers should stay vigilant. Overlooking keyword match toggles could mean the difference between a controlled PPC strategy and runaway ad spend.<\/p>\n<\/div>\n<p><\/p>\n<div class=\"about-author\">\n<p>About the author<\/p>\n<div class=\"information\">\n<div class=\"author-module\">\n<div class=\"row\">\n<div class=\"col-12 col-lg-3 text-center\">\n<div class=\"avatar\">\n\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" alt=\"Anu Adegbola\" width=\"140\" height=\"140\" src=\"https:\/\/searchengineland.com\/anu-adegbola-2\"><img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" src=\"https:\/\/searchengineland.com\/anu-adegbola-2\" alt=\"Anu Adegbola\" width=\"140\" height=\"140\">\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n<\/p><\/div>\n<div class=\"col-12 col-lg-9\">\n<div class=\"about\">\n<div class=\"name\">\n\t\t\t\t\t\t\t<strong>Anu Adegbola<\/strong>\n\t\t\t\t\t\t<\/div>\n<div class=\"row g-2 pt-2\">\n<div class=\"col-auto twitter\">\n\t\t\t\t\t\t\t\t\t<a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/twitter.com\/intent\/follow?original_referer=https%3A%2F%2Fsearchengineland.com%2F&amp;region=follow_link&amp;screen_name=TheMarketingAnu&amp;tw_p=followbutton&amp;variant=2.0\" rel=\"me\" target=\"_blank\" aria-label=\"opens in a new tab\"><i class=\"fab fa-x-twitter\"><\/i><\/a>\n\t\t\t\t\t\t\t<\/div>\n<div class=\"col-auto\">\n\t\t\t\t\t\t\t\t\t<a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/in\/themarketinganu\/\" target=\"_blank\" aria-label=\"opens in a new tab\"><i class=\"fab fa-linkedin\"><\/i><\/a>\n\t\t\t\t\t\t\t\t<\/div>\n<\/p><\/div>\n<p>\t\t\t\t\t\t<span style=\"color: #212529; font-family: system-ui, -apple-system, 'Segoe UI', Roboto, 'Helvetica Neue', 'Noto Sans', 'Liberation Sans', Arial, sans-serif, 'Apple Color Emoji', 'Segoe UI Emoji', 'Segoe UI Symbol', 'Noto Color Emoji'; font-size: 16px;\">Anu Adegbola has been Paid <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/social-mediaa\/\" data-internallinksmanager029f6b8e52c=\"1\" title=\"Social Media\" target=\"_blank\" rel=\"noopener\">Media<\/a> Editor of Search Engine Land<\/span><span style=\"color: #212529; font-family: system-ui, -apple-system, 'Segoe UI', Roboto, 'Helvetica Neue', 'Noto Sans', 'Liberation Sans', Arial, sans-serif, 'Apple Color Emoji', 'Segoe UI Emoji', 'Segoe UI Symbol', 'Noto Color Emoji'; font-size: 16px;\"> since 2024. She covers<\/span><span style=\"color: #212529; font-family: system-ui, -apple-system, 'Segoe UI', Roboto, 'Helvetica Neue', 'Noto Sans', 'Liberation Sans', Arial, sans-serif, 'Apple Color Emoji', 'Segoe UI Emoji', 'Segoe UI Symbol', 'Noto Color Emoji'; font-size: 16px;\"> paid search, paid social, retail media, video and more.<\/p>\n<p>In 2008, Anu&#8217;s career started with<\/span><span style=\"color: #212529; font-family: system-ui, -apple-system, Segoe UI, Roboto, Helvetica Neue, Noto Sans, Liberation Sans, Arial, sans-serif, Apple Color Emoji, Segoe UI Emoji, Segoe UI Symbol, Noto Color Emoji;\"><span style=\"font-size: 16px;\">\u00a0delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.<\/span><\/span><\/p>\n<div><span style=\"color: #212529; font-family: system-ui, -apple-system, Segoe UI, Roboto, Helvetica Neue, Noto Sans, Liberation Sans, Arial, sans-serif, Apple Color Emoji, Segoe UI Emoji, Segoe UI Symbol, Noto Color Emoji;\"><span style=\"font-size: 16px;\">\u00a0<\/span><\/span><\/div>\n<div><span style=\"color: #212529; font-family: system-ui, -apple-system, Segoe UI, Roboto, Helvetica Neue, Noto Sans, Liberation Sans, Arial, sans-serif, Apple Color Emoji, Segoe UI Emoji, Segoe UI Symbol, Noto Color Emoji;\"><span style=\"font-size: 16px;\">Outside editing Search Engine Land article she is the founder of PPC networking event &#8211; PPC Live and host of <\/span><\/span><span style=\"color: #212529; font-family: system-ui, -apple-system, Segoe UI, Roboto, Helvetica Neue, Noto Sans, Liberation Sans, Arial, sans-serif, Apple Color Emoji, Segoe UI Emoji, Segoe UI Symbol, Noto Color Emoji;\"><span style=\"font-size: 16px;\">weekly podcast PPCChat Roundup.<\/span><\/span><\/div>\n<div><span style=\"color: #212529; font-family: system-ui, -apple-system, Segoe UI, Roboto, Helvetica Neue, Noto Sans, Liberation Sans, Arial, sans-serif, Apple Color Emoji, Segoe UI Emoji, Segoe UI Symbol, Noto Color Emoji;\"><span style=\"font-size: 16px;\">\u00a0<\/span><\/span><\/div>\n<div><span style=\"color: #212529; font-family: system-ui, -apple-system, Segoe UI, Roboto, Helvetica Neue, Noto Sans, Liberation Sans, Arial, sans-serif, Apple Color Emoji, Segoe UI Emoji, Segoe UI Symbol, Noto Color Emoji;\"><span style=\"font-size: 16px;\">She is also an international speaker with some of the stages she has presented on being SMX (US), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna) and more.<\/span><\/span><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on\u00a0<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMN63nwsw68G3Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more like this article, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/en.buradabiliyorum.com\/category\/technology\/\" target=\"_blank\" >Technology<\/a><\/span> category.<\/strong><\/p>\n<\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/searchengineland.com\/google-ads-alert-broad-match-auto-toggle-raises-concerns-449791\" target=\"_blank\" >Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Switching to conversion-based bidding in Google Ads may automatically change keywords to broad match, risking inflated ad spend and irrelevant traffic. When moving from non-conversion to conversion-based bidding, Google appears to automatically enable broad match on campaigns. This affects existing exact and phrase match keywords, converting them to broad match without user confirmation. Why we&#8230;<\/p>\n","protected":false},"author":1,"featured_media":647604,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/06\/7-tips-for-conducting-Google-Ads-audits.png","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[142591,107942],"class_list":["post-647603","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology","tag-google-ads","tag-ppc"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/647603","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=647603"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/647603\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/647604"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=647603"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=647603"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=647603"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}