The New Google AdWords Exact Match
If you’re like me and have a business that you advertise online, there’s a good chance that you take advantage of Google AdWords.
Changes to Exact Match Keywords
Different Word Order
Function Word Changes
What to Do About the Changes to Exact Match Keywords
- Determine If the Loss of Function Words Affects Current Exact Match Queries. You should go through every single one of your current exact match queries. If losing a word in there totally changes the meaning, add those particular variations as “negatives” so Google doesn’t show them when they’re not really relevant.
- Determine If Reordering Affects Your Current Exact Match Queries. Look at exact match keywords. If they include multiple word phrases, write down the phrases — then every permutation of those with the words in different orders. If any reordered phrases don’t make sense or have a meaning that is not related to what you do, then add them as negatives.
- Don’t Forget Your Current Close Variants. You can’t forget to look at all of the close variants in your search query reports — and then see if any of those will be affected by the new changes (regarding the order or the loss of function words). Don’t forget to also add those as negatives
- Take Advantage of Phrase Match. As mentioned above, these changes won’t apply to Google’s phrase match keyword type, and it will retain the word order requirement. This means that advertisers can choose to use it for closer matches and if word order is important. However, since phrase match allows additional words to be added before and after the search phrase (e.g. “polka dot shoes” and “red and white polka dot shoes” will match), advertisers should take care to use negatives to rule out any added words that change the intent of the query.
Impact So Far
Shawn has worked in the marketing field for many years. He stays current with the latest SEO keyword strategies, which change often and loves writing about it.