Google Adwords launched a new more "Advanced Broad" match type for PPC advertisers called session based search. Google will now show ads for searches related to the search query being performed.
My initial thought: this benefits Google by increasing click revenue but not the advertiser. If an advertiser wanted to show for the related search term then I would hope they would have included it within their campaign.
The other implication for PPC advertisers now that session-based search has launched is since Google will be showing ads for more searches it requires the PPC manager to have to be extremely vigilante in adding negative keywords to stop Google showing ads for what it "thinks" your ads should show on.
Why Google......WHY????
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