Recent reports state that Google has sent out an invitation to Adwords users to be part of a beta test for their new Adwords program. This new program will be similar to their optimization feature, where Google takes control from the advertiser and does what they think is best, thus removing some control from the advertiser.
The new feature will enable Google to serve ads when there is a surplus in budget for search terms that would not generally trigger one of the selected keywords. This could be a sticky situation for Google as advertisers want control and might not like having Google make the determination on what search term is close enough to the accepted terms to serve an ad.
Google is seeing their click volume decline and looking for more ways to increase the volume. Some advertisers on a tight budget might not want to spend on the extra terms, especially if they have a very small, niche keyword campaign. Others might say, hey, I’ve got the budget, let it run Google.
My personal opinion is that Google needs to let the advertiser decide and somehow know what additional terms they are going to serve ads on. It will be interesting to see if this takes hold and how advertisers react.
