Google could make one change for smaller and new advertisers and have a dramatic uptick in retention. turn off broad match as the default Usual scenario for a

Google could make one change for smaller and new advertisers and have a dramatic uptick in retention. turn off broad match as the default Usual scenario for a new small adwords advertiser is join, spend $500 for little noticeable gain, leave. Most of their traffic will have been irrelevant because of the broad match default.