Google will further dilute exact match AdWords and will ignore word order and function words. In the old days, exact meant exact. The things got a little bit more complicated and now they are very complicated. Google announced the change on Friday that has to do with exact match targeting. It is a very complex matter.
- On Friday afternoon, Google announced another change to the way exact match targeting works in AdWords.
- There are many cases in which variations can change the meaning of a keyword.
- 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.
“On Friday afternoon, Google announced another change to the way exact match targeting works in AdWords.”