{"id":8494,"date":"2018-09-23T11:54:27","date_gmt":"2018-09-23T11:54:27","guid":{"rendered":"https:\/\/www.improvemysearchranking.com\/?p=8494"},"modified":"2023-11-23T11:19:08","modified_gmt":"2023-11-23T11:19:08","slug":"googles-exact-match-now-includes-meaning-variations","status":"publish","type":"post","link":"https:\/\/www.improvemysearchranking.com\/googles-exact-match-now-includes-meaning-variations\/","title":{"rendered":"Google\u2019s \u201cexact match\u201d Now Includes Same Meaning Variations"},"content":{"rendered":"

To continue the trend of ever-increasing reliance on machine learning, Google has expanded the scope of \u201cexact match\u201d keywords and the search engine results these exact match keywords would trigger.<\/p>\n

Earlier, as many experienced Google advertisers would remember, exact match keywords meant exactly <\/em>that \u2014 exact<\/strong> match keywords. It meant that only the keywords had to match exactly and precisely. But that\u2019s not the case anymore.<\/p>\n

<\/p>\n

In the last few years, close variants came into play and became relevant. For instance, misspellings and plurals were first introduced in exact match keywords around 2014. After a few years, altogether different words also became part of the mix.<\/p>\n

Now, Google has taken one step further in determining what counts as a close variation. The latest update now includes implied words <\/em>and paraphrases.<\/em><\/p>\n

In other words, if a keyword implies another word \u2014 even if it is not an exact match \u2014 your Google ad may trigger. The idea behind all this is rather simple: to match the intent of the user \/ query with the keyword or keyword phrase.<\/p>\n

Here is the example that Google gave to clear things up a bit.<\/p>\n

\"google<\/a><\/p>\n

As you can see in the above example, the keyword \u201cYosemite camping\u201d would be triggered for the query Yosemite national park ca camping<\/strong> (because it is implied)<\/em>, for Yosemite campground<\/strong> (because, according to Google, this is just paraphrasing)<\/em>, and campsites in Yosemite<\/strong> (because it represents the same user intent)<\/em>.<\/p>\n

These new steps clearly mean that user intent has a lot more focus now. It means that Google may not trigger certain ads if it believes certain keywords did not match the searcher\u2019s intent.<\/p>\n

Conclusion<\/h2>\n

Although it may seem awkward to some advertisers \u2014 and it may also create some difficulties predicting which keywords would trigger certain ads \u2014 it isn\u2019t totally surprising.<\/p>\n

This is a part of the ever-increasing reliance on machine learning. We\u2019ve already seen this in the past, and this may not be the last time we\u2019ve heard about it.<\/p>\n

On the bright side, incorporating machine learning would allow advertisers to dive into untapped opportunities. After all, Google\u2019s internal data shows that 15% of daily searches are new, which means that Google advertisers can\u2019t perfectly use the exact match keywords. In order to optimize that aspect, machine learning would have to play a bigger role. How accurately, though, that is yet to be seen.<\/p>\n","protected":false},"excerpt":{"rendered":"

To continue the trend of ever-increasing reliance on machine learning, Google has expanded the scope of \u201cexact match\u201d keywords and the search engine results these exact match keywords would trigger. Earlier, as many experienced Google advertisers would remember, exact match keywords meant exactly that \u2014 exact match keywords. It meant that only the keywords had […]<\/p>\n","protected":false},"author":5,"featured_media":8496,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_oct_exclude_from_cache":false,"inline_featured_image":false},"categories":[33,37,35],"tags":[],"yoast_head":"\nGoogle\u2019s \u201cexact match\u201d Now Includes Same Meaning Variations<\/title>\n<meta name=\"description\" content=\"Improve Google ad relevance. Embrace close variants, implied words, and paraphrases. 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