AdWords clients were announced about a beta version of a new feature, dubbed Automatic Matching. Google might have wanted to keep working on it or to never have come up with it at all, by the waves it stirred. The feature will redirect the remaining sum of daily budget, if any, into what the Mountain View-based company thinks it might be a relevant search area. The example given by Google referred to a site selling Adidas shoes and pointed out that, alongside the
natural queries such as ‘shoes,’ ‘adidas’ and ‘athletic’, it would also connect to ‘slippers,’ somehow similar. Once again, it’s the Internet giant to the rescue in case human mind fails (irony). "Automatic Matching automatically extends your campaign’s reach by using surplus budget to serve your ads on relevant search queries which are not already triggered by your keyword lists through analyzing the structure and content of your website and AdWords campaigns," according to Google. The beta run of the feature starts on the 28th of February and some customers have been sent invitations and have been asked to participate.
SEO expert Dan Thies is quoted by Silicon Republic as saying that Google is essentially "offering you the exciting opportunity to bleed every penny of your budget every day, advertising against keywords that you didn’t want to bid on." He also claimed that Automatic Matching would waste the budget surplus on relatively irrelevant keywords that would probably not lead to a click-through at all, but it is in Google’s financial benefit and interest to spend it all.
However, there’s no way the Mountain View-based company would exceed the budget, so even the most worried customers should be at ease. If you don’t care about the surplus and believe that Google might strike rich with one of the adjacent queries to the keywords you selected, there shouldn’t be any problem.
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