One popular option for Google AdWords that many people choose to use is exact match keywords — which allows us to reach the people that are only searching exactly for the keyword you’re bidding on (or something very close to it). Using exact match keywords allows you to have the tightest control over your PPC advertising and budget: Our result isn’t going to show up (and get clicked on) unless someone is looking for what we’re selling. Now, for a good while, “exact match” hasn’t exactly meant exact. Google expanded the definition of “exact” to include close variants of a keyword. That meant that things like plurals, abbreviations, alternate spellings, typos, etc. also resulted in a display of your ad. (For a while, Google allowed advertisers to opt out of including close variants in exact match. However, they removed the ability to opt out in 2014.) However, Google recently made further changes to what exact matches actually mean — and now exact means something even further from exact than it did before. However, before you freak out (I did for a second) — check out more about the changes below. We haven’t lost total control over our PPC campaigns, and there’s some learning we can do to ensure you continue to target the right, specific audience.

1. THE NEW GOOGLE ADWORDS
EXACT MATCH

3. Choosing
Exact Match
Allows us to reach the
people that are
ONLY
searching for the keyword
we are bidding on.

4. Though, for a good while, “exact match”
hadn't exactly meant "exact"...
Google expanded the
definition of “exact” to include
close variants of a keyword
such as plurals, abbreviations,
alternate spellings, typos, etc.

5. 8 Reasons to focus on
Paid SearchHowever,
Google has
recently made
further changes
to what exact
matches actually
mean
AND NOW
EXACT MEANS
SOMETHING
EVEN
FURTHER
FROM EXACT
THAN IT DID
BEFORE

6. Specifically when that change in word
order does not change the meaning of the
phrase.
Different Word Order
Now, the word
order of a search
query does not
have to match
the word order of
a keyword

7. Different Word Order Example
keyword:
red leather
stilettos
query:
leather red
stilettos
match:
exact!

8. Google says most function
words don’t have an impact on
the intent behind a search
query.
Function Word* Changes
*Words that help elucidate the meaning or intention of a phrase
or sentence. Some popular function words are"and, yet, too, from, the or an).
So, function words will now be ignored
— when it comes to exact match keywords —
but only when they don’t change the
meaning of the search query.

9. A Function Word Easy Example
keyword:
wines in the Napa Valley
query:
wines in Napa Valley
match:
exact!!
keyword:
directions from Memphis
query:
directions to Memphis
NO exact match!!

10. We Get the Most
out of Your Budget
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All the beautiful images in this SlideShare are by Malika Favre.