Google criticised for ad listing changes
17 October 2003
Google has come under fire from online advertisers over changes made to its Adwords paid-for-listings programme.
The original Adwords system allowed advertisers to pay for links to their sites to appear on Google results pages.
Under the new 'expanded matching capability' system, clients' ads are generated not only by keywords but synonyms and other related phrases.
Though Google claims this will ensure more efficient search results advertisers have expressed anger that irrelevant adverts are being generated, ultimately detrimental to business.
Michael Ross, CEO at e-tailer Figleaves.com, told Zero: 'Keywords that historically worked very well either don't get click-throughs, or conversion rates are vastly reduced.'
Jim Banks, CEO at agency Web Diversity, warned that online businesses may not be aware of these dangers: 'They'll just see that sales aren't what they have been,' he said.
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