Google recently introduced a new type of broad-based match called ‘Session-Based’. Meaning, one can target visitors based on their search sessions, so the Googlers could be seeing same ads during that session even if they moved on to searching another product. There is a problem with this new broad based search and I believe its best explained with an expample. Say, Mark is searching for “SEO Services” for his new

Broad Session-Based - Google Adwords

website. He finds the SEO service – and so his need for this service is fulfilled. Now he proceeds to search for ‘toys’ for his 12 year old kid, and when starts to search it on Google, the ads he comes across are for ‘SEO Services’, and that’s because few Adwords campaigners targeted for ‘SEO Services’ on broad “session based” and according to Google, Marks search session is still on. Obviously, the ad space is being wasted, Mark’s time is being wasted and possibly the campaigners money may be just going down the drain.

According to recent stats, rougly 2% of all broad match queries were session based.

This is not one of the better features introduced by Google. Even if they continue to retain this option, which I hope they do not, they probably should consider providing at least and more controls (opt-out) for campaigners – their clients.