There have been several reported occurrences of Google trialling a related ads feature for AdWords ads recently. With the latest trial, it appears that adverts Google believes are related will be shown for selected search terms. As an AdWords advertiser, we already have a feature that is very similar – Broad match.
As an advertiser, a worry is that Google may force this related ad feature onto all currently used keyword match types, effectively forcing a form of broad match onto all keywords. If this is the case, it may affect the performance of specific terms, removing some of the high level control over campaign performance that AdWords provides. If it lowers ROI, this system may inadvertently cause the loss of some advertisers with tight margins; presumably the opposite of what Google wants (more money being spent through AdWords). Ideally this will allow savvy advertisers some sort of opt in/out feature to continue with the greater control over advertising.
The related ad’s feature may only show for broad match terms; and its function to improve the search experience for a user by informing them that broad match terms are just that, should improve the overall search experience. In this case, it may even improve the performance of broad match.
As an advertiser this is something I will be keeping a close eye on, especially as it has the potential to cause such a change in current campaigns.