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Monday, June 02, 2008

Automatic Match and the SEM Tax

If you advertise with Google AdWords, you'll need to be aware of automatic matching. The Omniture (OMTR) blog includes a recent post - Automatic Match, the Coming SEM Laziness Tax - that includes a clever analogy:
What would you think, though, if I told you that Visa was launching an opt-out feature whereby Visa’s algorithms would look across its customers’ credit card accounts to find customers with unspent credit limits? Visa would then automatically buy products and services for those customers (based on their previous buying habits) with the goal of spending the remainder of the credit?
Read the full post. It's a good one. Then, make sure this checkbox is NOT checked in your Google AdWords campaigns:

automatic match in Google AdWords campaign

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2 Comments:

Blogger Defending said...

Talking about the SEM-Laziness tax?
Check out the latest Yahoo's initiative of forced optimization of your account: they will modify your keywords and your ads (!) without the advertiser's prior knowledge, notifying him/her about the changes post-factum. The list of changes performed by Yahoo! can be obtained by submitting a request (!) to Yahoo!
I was notified about this last week and the change was already in the Yahoo's TOS:
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OPTIMIZATION. In the U.S. only, for those advertisers not bound by an Insertion Order, we may help you optimize your account(s). Accordingly, you expressly agree that we may also: (i) create ads, (ii) add and/or remove keywords, and/or (iii) optimize your account(s). We will notify you via email of such changes made to your account(s), and can also include a spreadsheet of such changes upon your written request. If you would like any of such changes reversed, please reply to such email within 14 days of the change(s), and we will make commercially reasonable efforts to reverse the change(s) you specifically identify.

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This is something! This is exactly what the Omniture's blogger joked about: Yahoo! will help you to spend your unspent budget.
As you can notice Insertion Orders are exempt because they are different: there are no unspent money in them by definition.
All accounts are opted-in this program by default and there is no checkbox to opt-out -- written request only.
Yahoo's convulsing: first, the MSN debacle, then the Google's ads experiments, now - this.
They are probably beyond repair by now. Gone, as a PPC platform.

Tue Jun 03, 11:01:00 AM EDT  
Blogger Richard said...

Wow, Yahoo really is shooting themselves in the foot. Thanks for the informative comment.

I did find it strange that they sent out an email about an update to the TOS without mentioning the actual changes. That's not going to sit well with their customer base.

BTW, I see advertisers are starting to notice - the topic is now on Search Engine Roundtable.

Thu Jun 05, 12:43:00 AM EDT  

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