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We all know how allusive Google AdWords can be. Getting a campaign maximized for the exact key phrases that convert well for clickthroughs and then for sales is a delicate balance usually found after several weeks or months of trial, error, and analysis. For those that have found the Google sweet spot with campaigns containing broad matched phrases, Google has great news! You get to re-optimize all those accounts.
Google is expanding search exposure for broad matches in an effort to “improve ad relevance and build the best long-term experience for users and advertisers.” Some might debate it is more an effort to build the best long term profit from advertisers that aren’t paying attention to broad matched phrase clicks and conversions. But either way, if you have broad matched phrases, look for your clicks to run up and daily budget to run a little short.