As we all know Google is a money making machine. All the more surprising when their forth quarter earnings last year didn’t meet their forecasts. Especially when you consider that its core business, SEARCH, was at the core with an 8% cost per click decline!
Now perhaps advertisers are just getting better at their bidding..but bearing in mind that Bing, with less historical data at the disposal of advertisers, saw a 6% increase in cost per clicks, Google must be concerned.
So what are they doing about it?
Google plan to add to the existing broad, phrase and exact mach terms with near match, Near Match is designed to “enable you to safely extend the reach of your Exact and Phrase Match keywords to cover plural, misspelling, close rewrite, abbreviation and acronym variants only.”
So what this means is that there is going to be a greater volume of keywords available to bid on, but with less data available on how to do it correctly. Unsurprising then that in some testing done Google has suggested a 6.5% increase in click volume and a 9.8% increase in impression volume but also a 13% increase in click costs.
Could this be the perfect antidote for Google’s Fourth Quarter losses?
There’s nothing more that I can say, because quiet frankly google themselves aren’t saying anything at all except
“We actually haven’t announced anything on this and don’t have any more info to share at this time”