Keyword match on Google has changed again!
Keywords are used within Google Ads to enable the relevant ads to be shown when people search keyword terms into Google. Each ad will have a list of relevant keywords attached to it, and you can choose whether the setting of each individual keyword is set to ‘exact’, ‘phrase’ or ‘broad’ match. Keywords related to an ad that are set to ‘exact’ match have previously only brought up ads where people have searched the identical keywords into google. This can help to improve conversion rates.
Google has now changed the way it matches exact keywords to find similar variations, rather than just the identical keyword. When variations of a keyword are searched, now implied paraphrases and words will also appear, however, Google will still prioritise identical keywords. Google has said that the key is for the meaning and intent to match the keyword.
This change is part of the increase in using online tools to help learn and improve how queries align with keyword intent. This means advertisers can spend less time on creating keyword lists, and adverts should gain additional reach from relevant searches. However, this change only applies to exact match keywords.
The change will begin in October for English keywords. To prepare for the change, it would be a good idea to become familiar with search term reports and their exact keywords to add negative or new keywords.
The ‘exact match’ option when uploading keywords into Google Ads has previously been the most successful option, gaining on average 3% more clicks and conversions on those keywords.
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