Coming Soon: Exact Match Keywords to Match to Even MORE Variants

Our poor words are often abused. A few years ago, the Merriam Webster Dictionary defined the word “literally” to mean figuratively. The next big craze was a Pumpkin Spice latte that apparently contains no pumpkins. And then a few weeks ago, we were told that the truth isn’t truth.

Definitions are changing over at Google too – yesterday they announced that starting in October our “exact match” keywords will get less exact and match to even more keyword variants. Let’s take a look at what this means.

Advertisers have always relied on keyword match types to control how their keywords match out to a user’s search. For years, a staple of any successful Google Ads account was the use of exact match keywords, which would only serve an ad when a user’s search exactly matched the keyword.

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