AdWords Exact Match Change – What You Need to Know

Google is rolling out a major change for AdWords Exact Match keywords. Close variants are expanding. Google will now consider reordered phrases and reworded phrases for Exact Match keywords.

For example, a keyword like “soccer shoes” and “shoes for soccer” will potentially serve the same ad if exact match settings are on, because as Google notes they mean the same thing to the searcher.

ADWORDS EXACT MATCH CLOSE VARIANTS

Until now close variants with exact match keywords applied to misspellings, singular forms, plurals, acronyms, abbreviations, accents and stemming, (wood floor, wood flooring.)

BIG CHANGE TO EXACT MATCH KEYWORD TARGETING

The exact match keyword targeting change happens by ignoring function words, like prepositions, conjunctions and other words that do not alter the intent behind the consumer’s search.

ADWORDS EXACT MATCH KEYWORD EXAMPLES

  • Keyword
  • Jobs in United States
  • Paint for a deck
  • Bahamas cruise from Miami
  • Search Query
  • Jobs in the United States
  • Paint for deck
  • Miami to Bahamas cruise
  • Why It Matches Ad
  • Add function word
  • Remove function word
  • Change function word

The exact match setting will also now use the same logic for words with a different syntax. For instance, “order pizza online” and “pizza order online”  mean the same thing. The searchers want to order pizza on a website. Google will now use exact match to match the queries with the appropriate ad.

IF SEARCH INTENT IS ALTERED…

This reordering process won’t add additional words to your keywords. It also will not match if the meaning of the query changes. Google provides a perfect example when searching for flights.

The keyword “SFO to JFK” will not match with a query like “JFK to SFO” because the user does not have the same intention. They’re seeking flights from San Francisco to New York, not New York to San Fransisco.

HOW WILL THIS HELP ADWORDS CAMPAIGNS?

Google notes that it still prefers to use keywords that are identical to the search query, but the Exact Match close variations change is good news for less experienced AdWords advertisers. You will no longer have to spend time building a massive database of exact match keywords.

For more experienced advertisers the change may be slightly annoying as you will have to take a closer look at the search terms report to determine which keywords prompted click-through and conversions.

Negative keywords may also need refinement depending on the results once the changes are put in place.

Changes will roll out for English and Spanish soon, and other languages later this year.

Improve AdWords Performance

Optimize
Get the Insight you Need to Improve AdWords ROI with just a Few Clicks.

SEO Audit Checklist

Learn about the SEO Issues holding back your Website.
Request the Evolve Digital Labs SEO Audit Checklist.