Another Google Test: Are you related?
In another odd PPC move, Google appear to be testing PPC adverts not targeted to the search query but ‘related’ to it.
In the example below from Search Engine Roundtable a search for a leading shoe retailer displayed ads aimed at a rival retailer under the heading ‘related to’. It seems to open up a legal can of worms with regards to copywrited and competitor terms, but of additional concern is the potential for decreased relevance. We know well and good how Google’s ‘broad match’ can sometimes be a little odd in it’s decisions for what is relevant and what is not, and as these adverts have not been designed to appear for this query click-through could be quite poor – will this affect the campaign’s quality score and up their bid prices?