I don’t have empirical data on keyword insertion as we don’t use it much, but I can reply to Matt that in our markets we’ve found the the additional clicks from expanded broad match were next to worthless in sales generation (insurance and real estate).

Next to useless means three times higher advertising costs and 25% more sales. I’ve written up my own experience on how to combat Google’s expanded broad match cash grab.

The premise behind behavioral ad targeting is that you get to present ads that reflect what’s on the person’s mind even when they are doing something else. This how the behavioral ad networks operate. Look at a car site one day, and all of a sudden every website you go to seems to have an ad about cars.

While it may seem unlikely that this type of behavioral targeting would translate well into regular paid search results on a search engine, how would you know unless you tested it? Seems like a good thing to test, if you believe in behavior targeting in its current iterations.

My opinion is that behavioral ads mixed in with keyword relevant ads would be a long-shot to perform well, but how can you know unless it gets tested? As outrageous as an idea may seem, it is quite possible it could turn out to be an effective generator of effective broad matched traffic.

Just a theory, at any rate.

Matt VW

Note to Christian: I guess Google’s intent is to determine the searcher’s intent further, because (except when we’re talking about search professionals) often when people perform two searches in succession, the second search is a refinement of the first one. Once again though, as with Expanded Broad Match, advertisers did not opt in to this feature and are not given the option to opt out. Unlike Expanded Broad Match, Google didn’t even bother to announce or document this “enhancement”.

Note to Pierre: It will have not have the implied impact on dynamic keyword insertion, because the keyword that is dynamically inserted is the trigger keyword that appears in your Adwords account, not the query that the searcher typed (or the extended query derived from the referrer query and the current query). The only impact it will have is that some keywords will be triggered that you would not necessarily expect to be triggered.