Google is going to further dilute exact match in AdWords and they are going to ignore word order and function words. This change means many different things. These changes are meant to work in a specific way. Function words are a big part of it. Those are words that do not have meaning on their own.
- Google announced changes to the way exact match targeting works in AdWords. Matching for close variants will be broadened to include variations in word order and function words
- These changes do not apply to phrase match keywords. And AdWords is still designed to prioritize matching identical keywords to identical search queries.
- This change means advertisers will have to be increasingly diligent about mining search query reports and thinking ahead about unintended consequences when word order matters.
“Google introduced close variants in 2012 as a way to capture plurals, misspellings, typos and other versions of exact match and phrase match keywords to broaden reach and coverage and save time building out keyword lists.”