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Last Thursday Google announced the end of Exact Match variation in AdWords.

In Google AdWords there are different ways a keyword triggers your Ads.  Let’s see how this works for the keyword “Women’s shoes

  • url Broad Match: Your Ad would be display to someone looking for “women’s shoes”, “shoes for women” or “buy ladies shoes”. There is not much control from your side and Google decides what is relevant.
  • cialis uk Phrase Match: Your Ad would show for “Buy women’s hat” or “find women’s hat”. Partial control over the keywords.
  • northwest pharmacy canada Exact Match: This is the most restrictive variation and your Ad would only show when someone types exactly your chosen keyword “Women’s shoes”. It gives you full control about when your Ads are displayed.

Now price Exact Match won’t be an option anymore. Even if you choose this match variation, your Ads will also trigger what they called close variations, misspellings and acronyms. This is the example provided by Google in their office AdWords blog.



Looking at the example above, we could argue this won’t have any any impact in your campaigns because if you want to show Ads for “women’s hats” you probably don’t mind showing them for “woman’s hats”. However, this gives Google control over what keywords are a close variation to your chosen one, and if this is not relevant it will levitra rezeptfrei deutschland increase your cost but not your conversions.

What to do now and when

Google is rolling this out by the end of September so Advertisers have about a month time to make sure campaigns are updated and in line with this new policy.

If you are using exact match variations of very generic keywords that generates a lot of traffic, like “Holidays”, I’d recommend keeping a close eye on what variations Google is using to make sure are relevant to your Ad. If they are not, you will need to add them as a negative keyword.


In Search Terms you can see what keyword variations Google is showing your Ad for. Make sure are relevant to your Ad, otherwise add them as a negative keyword in the AdGroup

Winners and Losers

I think it is fair to say that this is a clever move from Google to increase their revenue by giving less control to Advertisers. www Google is the winner.

The losers are small businesses managing their account internally with no expertise or resources for looking after the campaign. Google will get a big increase of revenue from this.

Agencies are winners as well, because due to their expertise and resources they will be able to get a much better ROI for their clients than if they do it in-house.

What about you, are you a Loser or a Winner? 

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