{"id":6778,"date":"2017-04-10T10:24:37","date_gmt":"2017-04-10T10:24:37","guid":{"rendered":"https:\/\/www.improvemysearchranking.com\/?p=6778"},"modified":"2023-11-24T14:09:51","modified_gmt":"2023-11-24T14:09:51","slug":"google-adwords-change-exact-match-works","status":"publish","type":"post","link":"https:\/\/www.improvemysearchranking.com\/google-adwords-change-exact-match-works\/","title":{"rendered":"Google AdWords to Change How \u201cExact Match\u201d Works"},"content":{"rendered":"<p class=\"p1\">What does \u201cexact match\u201d mean?<\/p>\n<p class=\"p2\"><span class=\"s1\">If you have been in the online marketing industry for any length of time, I bet you can easily answer the question.<\/span><\/p>\n<p class=\"p2\"><span class=\"s1\">\u201cExact match\u201d means precisely that, <\/span><span class=\"s2\"><b>exact<\/b><\/span><span class=\"s1\">.<\/span><\/p>\n<p class=\"p2\"><span class=\"s1\">However, now Google has announced a change that is bound to confuse people how exact match works in Google AdWords.<\/span><\/p>\n<p class=\"p2\"><span class=\"s1\">As per the recent announcement by Google, the exact match in AdWords will also include variations in <\/span><span class=\"s2\"><b>word order<\/b><\/span><span class=\"s1\"> and <\/span><span class=\"s2\"><b>function words<\/b><\/span><span class=\"s1\">. This change has been announced and confirmed by Google and is likely to come into effect within the next couple of months.<\/span><\/p>\n<p class=\"p2\"><span class=\"s1\">Here\u2019s a little background.<\/span><!--more--><\/p>\n<p class=\"p2\"><span class=\"s1\">It\u2019s perhaps important to note that \u201cexact match\u201d hasn\u2019t been 100% true to its name for the past few years. Since 2012, Google AdWords has been targeting plurals, typos, misspellings, and other similar (small) variations in exact matches. The idea was to save marketers\u2019 times and simplify keyword selection.<\/span><\/p>\n<p class=\"p2\"><span class=\"s1\">However, now with the recent announcement, Google is taking the \u201cautomation\u201d a step further. We believe it\u2019s a sign of how much trust Google now has in its machine learning and automated systems. According to Google, early tests have indicated that we should expect a 3% higher exact match click after this change comes into effect.<\/span><\/p>\n<p class=\"p2\"><span class=\"s1\">Here\u2019s some more information about function words and word order that we think you will find useful.<\/span><\/p>\n<p class=\"p4\"><span class=\"s1\"><b>Function words<\/b><\/span><\/p>\n<p class=\"p2\"><span class=\"s1\">Function words are words that don\u2019t have any meaning when they are separated from a sentence, e.g., <\/span><span class=\"s2\"><i>the, that, will, could, would, might, <\/i><\/span><span class=\"s1\">etc.<\/span><\/p>\n<p class=\"p2\"><span class=\"s1\">After this recent change, Google AdWords will be able to change, replace, or ignore function words in the exact match queries.<\/span><\/p>\n<p class=\"p2\"><span class=\"s1\">See the following example for a better understanding.<\/span><\/p>\n<p><a href=\"https:\/\/improvemysearchranking.com\/wp-content\/uploads\/2017\/04\/Google-AdWords-to-Change-How-Exact-Match-Works.png\"><img loading=\"lazy\" class=\"alignnone wp-image-6782\" src=\"https:\/\/improvemysearchranking.com\/wp-content\/uploads\/2017\/04\/Google-AdWords-to-Change-How-Exact-Match-Works.png\" alt=\"Google AdWords to Change How \u201cExact Match\u201d Works\" width=\"450\" height=\"216\" \/><\/a><\/p>\n<p class=\"p4\"><span class=\"s1\"><b>Word Order<\/b><\/span><\/p>\n<p class=\"p2\"><span class=\"s1\">\u201cWord order\u201d is simpler. As per our estimate, it won\u2019t affect advertisers a lot. And, in fact, this could be a good change.<\/span><\/p>\n<p class=\"p2\"><span class=\"s1\">The word order in search queries doesn\u2019t make a lot of difference, for as long as the user intent remains the same \u2014 which, we believe, stays intact in most cases.<\/span><\/p>\n<p class=\"p2\"><span class=\"s1\">For instance, <\/span><span class=\"s2\"><b>men\u2019s dress shirt <\/b><\/span><span class=\"s1\">and <\/span><span class=\"s2\"><b>dress shirt men <\/b><\/span><span class=\"s1\">mean the same thing and reflect the same user intent.<\/span><\/p>\n<h3 class=\"p6\"><span class=\"s1\"><b>Final Words<\/b><\/span><\/h3>\n<p class=\"p2\"><span class=\"s1\">Google claims that it won\u2019t change word order or add\/replace\/remove function words when it understands that changes would alter the query.<\/span><\/p>\n<p class=\"p2\"><span class=\"s1\">However, our question is will Google truly understand when a query is being altered into something completely different?<\/span><\/p>\n<p class=\"p2\"><span class=\"s1\">This is yet to be seen. Let\u2019s hope for the best. But we\u2019ll know for sure how this change impacts advertisers\u2019 earnings in the next few months.<\/span><\/p>\n<p class=\"p7\"><span class=\"s1\">Stay tuned for more information.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>What does \u201cexact match\u201d mean? If you have been in the online marketing industry for any length of time, I bet you can easily answer the question. \u201cExact match\u201d means precisely that, exact. However, now Google has announced a change that is bound to confuse people how exact match works in Google AdWords. As per [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":6784,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_oct_exclude_from_cache":false,"inline_featured_image":false},"categories":[33,20],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Google AdWords to Change How \u201cExact Match\u201d Works | IMSR<\/title>\n<meta name=\"description\" content=\"Get the latest scoop on Google AdWords&#039; exact match adjustments and how it might impact your advertising campaigns. 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