At Google, we continually strive to enhance the user experience by improving the quality and relevance of advertising on Google, and we make ongoing improvements to ensure that your ads perform as best they can. We do this by showing your ads only when they're relevant to user searches, which may mean more clicks for some ads and fewer clicks for others.

For example, an advertiser specializing in Mediterranean cruises may have selected cruises (broad-matched) for their campaign. Previously, this keyword may have been marked inactive for search due to poor performance on more popular queries such as Caribbean cruises. Instead of inactivating all broad-match variations of cruises, we will now show this ad for specific query variations that are more relevant to the ad, such as Mediterranean cruises.

Google recognizes that AdWords advertisers know their businesses best. If your ads are not appearing for keywords that are crucial to your campaign, we encourage you to focus on optimizing your account to maximize its performance. You can learn more about optimization and our keyword matching options by reviewing our Optimization Tips page.

One of the reasons that keyword advertising works so well is because users find that AdWords ads are relevant to exactly what they're looking for. Improving upon keyword performance ensures that we maintain this standard. As a result, you will reach your potential customers more effectively and help develop a user confidence that continually brings users back to AdWords ads. This results in higher traffic to your site, thereby increasing the return on your investment.