Google Eliminates the Exact Match Feature for AdWords!

Aug 16, 2014 | 1,755 views | by Ritu Sharma
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Google has announced that starting September, advertisers on AdWords will not be able to use Exact Match keywords for driving their ad spend. This means that from now on Google will match your exact match keywords for misspellings, plurals and other close variants even if you don’t want it.

When the same functionality was first introduced back in 2012, advertisers had witnessed strong results. A majority already match with close keyword variations and receive 7% more phrase and exact match clicks with comparable conversion & click through rates.

Google said, along with increased keyword coverage, these clicks also represent opportunities that low search volume keywords miss due to misspellings as well as abbreviations.

At least 7% of Google searches contain a spelling error. When the search query is longer it is more likely to make a typo. Thus, this change will help people in connecting with the businesses, products, and services they’re trying to look for.

Google explained that since close variant matching has already been the default setting for campaigns, not everyone will notice the change in the keyword matching behavior. In September, the option to disable close variants will be removed. The exact and phrase match keywords will match close keyword variations, allowing advertisers to reach more potential customers with the right ad. The change will aim to lower cost per click and improve click through rate.

Advertisers will now not need to build exhaustive lists of wrongly spelled words, abbreviations, and other close variations of keywords for coverage. This will in turn help them in focusing on adding negative keywords including close variants they don’t want to match for, to shape traffic as well as reduce cost. Advertisers can improve their campaigns’ ROI and deliver a better ad experience for their customers with the help of this update.

Google has asked advertisers to keep in mind that the AdWords system prefers to trigger ads using keywords identical to search queries, so they can still use abbreviated, misspelled, and other close variations of keywords. If advertisers find out that there is a significant difference in the performance between close variants, they can add the better performing ones as separate keywords and adjust bids accordingly.

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Ritu from PageTraffic is a qualified Google Adwords Professional and Content Head at PageTraffic. She has been the spear head for many successful Search Marketing Campaigns and currently overseas Content Marketing operations of Page Traffic in India.