[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fgoogle-adwords-announce-exact-match-changes":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":11,"coauthors":12,"class_list":15,"acf":24,"head_links":275,"breadcrumbs":276,"reading_minutes":83,"category":284,"head":286},"2017-03-20T12:07:31",{"rendered":6},"\u003Cp>\u003Cspan style=\"font-weight: 400;\">When is an exact match keyword not an exact match keyword? With the latest AdWords shake up, exact match keywords as we know them, will be a thing of the past. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Changes announced include variations of word order and variations of function words in search queries applied to exact match keywords.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Back in 2014, Google announced that exact match keywords would no longer discriminate between plural and singular search queries. The changes also included allowing for typos and abbreviations. This was the first step towards the ‘close variants’ we now see in search query reports.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">With this latest change, announced by Google on Friday afternoon, exact match is set to be diluted further. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Ch2 id=\"word-ordering-changes\">Word Ordering Changes\u003C\u002Fh2>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">What Google calls a ‘close variant’ will now extend to include word ordering variants. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">This will cause issues of relevance for advertisers. If you’re using the single keyword ad group (SKAG) method in your campaigns, you’ve likely used it so you can have absolute control over your keywords and super relevant advert copy and landing pages. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">For example the exact match keyword [London to Paris Flights] will generate impressions for search queries including the exact match of the keyword; ‘\u003C\u002Fspan>\u003Ci>\u003Cspan style=\"font-weight: 400;\">London to Paris Flights’\u003C\u002Fspan>\u003C\u002Fi>\u003Cspan style=\"font-weight: 400;\">, but also ‘\u003C\u002Fspan>\u003Ci>\u003Cspan style=\"font-weight: 400;\">Flights London to Paris’ \u003C\u002Fspan>\u003C\u002Fi>\u003Cspan style=\"font-weight: 400;\">and ‘\u003C\u002Fspan>\u003Ci>\u003Cspan style=\"font-weight: 400;\">Paris to London Flights’\u003C\u002Fspan>\u003C\u002Fi>\u003Cspan style=\"font-weight: 400;\">. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Ch2 id=\"function-words\">\u003Cb>Function Words\u003C\u002Fb>\u003C\u002Fh2>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Close variants will also extend to function words that could now be ignored, added or replaced with a variant. \u003C\u002Fspan>\u003Cspan style=\"font-weight: 400;\">Function words are essentially any word that has no meaning on its own, for example; \u003C\u002Fspan>\u003Ci>\u003Cspan style=\"font-weight: 400;\">that, this, in, from, to, \u003C\u002Fspan>\u003C\u002Fi>\u003Cspan style=\"font-weight: 400;\">etc.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Google shared insights on how this update will work on the \u003C\u002Fspan>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fadwords.googleblog.com\u002F\">\u003Cspan style=\"font-weight: 400;\">Google AdWords blog\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan style=\"font-weight: 400;\">: \u003C\u002Fspan>\u003C\u002Fp>\n\u003Ch4 id=\"\"> \u003Cimg loading=\"lazy\" decoding=\"async\" class=\" wp-image-3009 aligncenter\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FFx8Q0QG9-E02213065-PAM-Blogpost-Table-Images-Mar17_v02-02.png?auto=compress%2Cformat&q=90\" alt=\"\" width=\"474\" height=\"223\" \u002F>\u003C\u002Fh4>\n\u003Ch2 id=\"is-it-all-bad-news\">\u003Cb>Is it all Bad News?\u003C\u002Fb>\u003C\u002Fh2>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">In short, Google is allowing advertisers less control over their keywords and suggesting that advertisers trust Google AdWords and it’s judgement of user intent. Their theory is it is better to cast the net wide and filter out the searches you \u003Cem>don’t\u003C\u002Fem> want, rather than be so specific that you potentially miss out on reaching the users you \u003C\u002Fspan>\u003Ci>\u003Cspan style=\"font-weight: 400;\">do \u003C\u002Fspan>\u003C\u002Fi>\u003Cspan style=\"font-weight: 400;\">want. Hmmm…  \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">But there is some good news…\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Google states it will still be preferential to search queries that are genuine exact matches of your exact match keywords. Additionally, these changes will not be applied to phrase match.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Google also states that it won’t change word order or function words when it \u003C\u002Fspan>\u003Ci>\u003Cspan style=\"font-weight: 400;\">understands\u003C\u002Fspan>\u003C\u002Fi>\u003Cspan style=\"font-weight: 400;\"> that it will change the meaning of the query. In her \u003C\u002Fspan>\u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fsearchengineland.com\u002Fgoogle-exact-match-close-variants-word-order-function-words-271395\">\u003Cspan style=\"font-weight: 400;\">update for Search Engine Land\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan style=\"font-weight: 400;\">, Ginny Marvin states;\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cblockquote>\u003Cp>\u003Ci>\u003Cspan style=\"font-weight: 400;\">The latest blurring of what exact match means is Google’s increasing trust in its machine learning and the belief that it’s now at the point where advertisers can let the algorithms take over and focus on other things. \u003C\u002Fspan>\u003C\u002Fi>\u003C\u002Fp>\u003C\u002Fblockquote>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Additionally, Google says early tests indicate advertisers could see up to 3 percent more exact match clicks on average while maintaining comparable click-through and conversion rates.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Ch2 id=\"regaining-control-of-your-keywords\">\u003Cb>Regaining Control of your Keywords\u003C\u002Fb>\u003C\u002Fh2>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Some more good news; it is possible to regain control of your exact match keywords. But it will take a little work (sorry, no opt-out button this time).\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>Here at Impression we already use SKAGs that battle plural\u002Fsingular variants by adding the opposite exact match keyword as a negative. And this method will work with word ordering too. \u003Ca rel=\"noreferrer noopener\" href=\"\u002Ftools-resources\u002Fgoogle-adwords-ppc-permutation-tool\u002F\">\u003Cspan class=\"s1\">Impression’s permutation tool\u003C\u002Fspan>\u003C\u002Fa> will help with generating your list of negative keywords.\u003C\u002Fp>\n\u003Cp>In the case of changes to function keywords, review search query reports for your exact match keywords for close variants to determine if word ordering or the removal\u002Freplacement of these function words will impact the meaning or implied intent of the search. These variants can be added as further negative keywords in that ad group.\u003C\u002Fp>\n\u003Cp>When these changes roll out in April, be prepared to step up your search query mining. There are a number of scripts out there that can help you with this.\u003C\u002Fp>\n",false,"standard",[10],40,[],[13,14],96,95,[16,17,18,19,20,21,22,23],"post-3008","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ppc",{"page_content_modules":25,"hero":79},[26,31],{"acf_fc_layout":27,"reduced":28,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":28,"title":29,"content":6,"authors":30},"blog_post_content",true,"Google AdWords Announce More ‘Exact Match’ Changes",[],{"acf_fc_layout":32,"reduced":28,"top_overlap":33,"bottom_underlap":33,"disable_observer":-1,"heading":34,"cta_text":35,"cta_link":36,"items":37},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[38,55,67],{"type_key":17,"title":39,"excerpt":40,"to":41,"postedAt":42,"readingTime":43,"image":44,"authors":45,"category":52},"What’s new in Paid Media: August 2026 industry updates","\u003Cp>Whilst for many of us the summer holidays are in full swing, the ad platforms haven’t taken a single day off. If you’re just heading back to the office after a stint at the beach, here’s what you missed in August. Meta AI rolls out campaign analysis and optimisation in Ads Manager Meta has built […]\u003C\u002Fp>\n","\u002Fblog\u002Fwhats-new-in-paid-media-august-2026-industry-updates\u002F","2026-09-01T12:00:26",6,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F09\u002Fnikolett-emmert-LFY3Lo-V07A-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[46,49],{"name":47,"image":48},"Joe Turnbull","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"name":50,"image":51},"Akshaya Korada","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F01\u002FAkshaya-Korada.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":53,"name":54},"\u002Fblog\u002Fcategory\u002Fppc\u002F","PPC",{"type_key":17,"title":56,"excerpt":57,"to":58,"postedAt":59,"readingTime":60,"image":61,"authors":62,"category":66},"What’s new in Paid Media: July 2026 industry updates","\u003Cp>The sun’s finally out, but paid media hasn’t slowed down to enjoy it. Here’s what’s been going on while you were meant to be on the beach. Reddit upgrades Ads Manager with Split Testing and an AI ad generator A Free-form Ads Generator is entering beta, which uses Reddit Community Intelligence to scan your website, […]\u003C\u002Fp>\n","\u002Fblog\u002Fwhats-new-in-paid-media-july-2026-industry-updates\u002F","2026-08-04T11:16:31",5,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F08\u002Fgetty-images-BRL3vv9p-Fw-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[63,65],{"name":64,"image":48},"Harry Clements",{"name":50,"image":51},{"to":53,"name":54},{"type_key":17,"title":68,"excerpt":69,"to":70,"postedAt":71,"readingTime":72,"image":73,"authors":74,"category":78},"What’s new in Paid Media: June 2026 industry updates","\u003Cp>Welcome to the latest blog from the  Impression Paid Media Team, where we uncover the latest news and trends to help you stay ahead of the curve. Keep reading to discover: Google Delays the move from Dynamic Search Ads to AI Max Google surprised advertisers in June by delaying the automatic migration of Dynamic Search […]\u003C\u002Fp>\n","\u002Fblog\u002Fwhats-new-in-paid-media-june-2026-industry-updates\u002F","2026-06-24T11:26:41",7,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F06\u002Fandrey-grinkevich-0x6RTts1jRU-unsplash-1.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[75,76],{"name":64,"image":48},{"name":77,"image":48},"Jennifer Shin",{"to":53,"name":54},{"type":80,"style":81,"heading":29,"date":4,"updatedAt":82,"reading_minutes":83,"image":84,"imageAlt":29,"categories":85,"collections":274},"blog-post","light","2022-02-07T16:48:39",3,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FbpSt02FY-050720211625524961_luis-llerena-18011-scaled.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",[86],{"id":10,"count":87,"description":88,"link":53,"name":54,"slug":89,"taxonomy":90,"parent":91,"meta":92,"acf":93,"head_links":94,"resource_count":95,"yoast_title":96,"yoast_meta":97,"yoast_json_ld":142,"_links":242,"path":53},271,"\u003Cp class=\"p1\">Keeping up to date with the latest digital trends, strategies, and announcements can be difficult. Our digital experts regularly blog about the PPC news that’s stirring up the industry, so check back regularly or sign up to our newsletter to stay informed!\u003C\u002Fp>\r\n\r\n\u003Cp class=\"p1\">Find out more about our \u003Ca href=\"\u002Fpaid-media\u002Fppc\u002F\">PPC services\u003C\u002Fa>, or browse our latest tips, advice and opinions below.\u003C\u002Fp>","ppc","category",0,[],[],[],16,"PPC Blog | PPC Tips, Advice & Guides | Impression",[98,100,103,106,109,112,115,117,119,121,124,127,130,133,136,139],{"property":99,"content":96},"title",{"property":101,"content":102},"description","Keeping up to date with the latest PPC trends, strategies, and announcements can be difficult. 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