In Direct the option to autoexpand phrases has appeared. Using this feature, the system automatically selects and adds keyword phrases which have already successfully attracted visitors to campaigns of the same category.
The goal of autoexpansion is to help you reach more of your target audience and keep track of the relevance of your list of keyword phrases. If new phrases emerge that have good potential for your campaign, then the system will add them.
Suppose in your list of keyword phrases you have, "beard trimmer", but you don't have "beard clippers". According to statistics, these phrases work equally well in attracting interested visitors. As such, Direct will begin to display ads for the phrase "beard clippers" so that your campaign can reach more of your target audience.
The bid for clicks for the the new phrase will be set automatically. It won't be higher than the bid for the original phrase "beard trimmer".
Over time we plan to increase the number of categories that the system can add effective phrases to. Therefore the option is available in advance for all advertisers in the interface, under the advanced campaign settings, and enabled by default. At your discretion you can enable and disable this option at any time.
Autoexpand will start off gradually. In a couple of weeks the system will start to develop and add phrases in campaigns for popular categories.
More details on how the new option works can be found in the help section.