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A handful of Google AdWords users are currently testing the beta version of a new AdWords feature called “automatic matching”. This new feature shall help the advertisers to use their full budget by also targeting keywords suggested by Google’s system. This is how it works:

If an advertiser hasn’t made use of his full budget, let’s say he used only half of his pay-per-click advertising budget, Google automatically detects other keywords the advertiser hasn’t put on his keyword list and then adds them to the list in order to bring the ad to the attention of a larger audience. This is still a very early beta version, as far as I know, and AdWords users can opt out if they want.

“Automatic matching” sounds like a good function for advertisers who don’t have much experience in search engine marketing, because it can assist them with choosing targeted keywords that will expand the reach of their ads. However, it is debatable whether Google should be allowed to automatically modify a user’s keyword list. That’s why I think Google should keep the opt out option in the AdWords accounts if it decides to launch ”automatic matching” in the future. I hope the beta results will be good and Google will decide to launch it, though, as this certainly has the potential to increase the efficiency of your AdWords campaigns even if you don’t stay on top of your campaigns, changes in click prices and search volume of certain keywords 24/7.