Do you know that your Exact Match keywords in the Google Ads account can now trigger ads for variations and terms having the same intent?

Yes, that’s right. Google recently updated its official documentation for Exact Match keywords. If you don’t know this latest update, your expectations and reality about Exact match keywords will be different.

Here’s what Google says:

Powered by Google’s machine learning, exact match will now match with the intent of a search, instead of just the specific words. This means your exact match keywords can show ads on searches that include implied words, paraphrases, and other terms with the same meaning.

Source: Google Ads Help Article

Let’s put it to the context:

So, quite obviously, now an exact match keyword can trigger ads for implied words, paraphrases, and other terms with same meaning or intent.

To be more precise, it about exact intent than exact search term now. What’s your opinion on it? How will it impact your campaign optimisation strategies? 

Share your thoughts in the comments section. 


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