As documented here upon Search Engine Land last week , Search engines is in the process of further broadening this is of ‘ exact match’ key phrases. Based on the 2014 change , these key phrases could already be expanded to incorporate singular, plural and misspellings from the exact match keyword.
Last year, Search engines allowed function words to be additional in the query as well as the word order to be changed. Right now Google will further expand ‘ close variants’ exact match key phrases so ads can be shown pertaining to searches with the same intent.
Through improvements in its device learning algorithms, Google claims it may now better classify the purpose of a query. When it finds the particular intent is basically the same as that of a precise match keyword, the ad might be shown even though the usual conditions associated with when this match type can be allowed to trigger an ad are certainly not met.
We’ ve now gotten pretty far away in the old days when we could rely on complement types to help restrict when the ads would be shown. It’ h no surprise there is a lot of chatter about what’ s going on, what to do plus why Google is doing this. Whilst I’ m all for having a fascinating topic to discuss with industry co-workers, I used to be an AdWords Evangelist at Google so it’ t in my nature to try and shed just as much light as possible on what is happening.
This change will turns out through October so it will take time for you to see full results, but I actually decided we need a better report compared to what Google offers so internet marketers can see the real impact of this modify on our accounts. Here is a script We wrote (which you can download below) and what I’ ve learned up to now.
The new exact match up
Exact match key phrases used to be the most restrictive; ads can only show when the query had been exactly the same as the keyword. Most problems I hear about close variants is the fact that exact match no longer works as an extremely restrictive match type.
We can clearly see this in certain examples:
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