One of my biggest gripes about Google AdWords is the insanity that can be their “expanded broad match”, which just so happens to be Google’s default keyword setting. You can read one of my earlier rants about broad match here , but this time we will focus on a great way to actually solve the problem! So, quick recap: when you enter a keyword into Google – let’s use “purse” as a real life example that we saw with a client. Google’s broad match algorithm will match your keyword to a wide variety of user queries. Some of them are helpful: “buy purse”, “coach purse”, “leather purse” might be okay. But others, “wallet”, “luggage”, “lottery purse” are obviously a waste of money! The real problem, however, is how to actually determine what queries Google is matching your keyword to; if you log into AdWords you will see that “dvd player” … Continue reading →