In pursuit of its goal to provide the most relevant ads possible to it’s users (read: in pursuit of reading it’s users minds), Google AdWords will be adjusting the number of AdWords text ads displayed based on its estimation of what they user wants to see. The impact on advertisers will vary, but the most noticeable affect will be on impressions. Advertisers who are bidding on very niche terms with, at best, a peripherally related ad might see their ads shown less frequently. In order to hedge any negative affect, Google recommends that advertisers “may wish to ensure that [their] most important terms are each specifically entered as keywords in their own right, rather than relying on broad or phrase match to include them.”

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