Ah, it’s a little complicated. But so is the way Google Search algorithms work. So bear with us. Now, Google’s “exact match close variants” will begin including “close variations” that share the same meaning as your keyword. There’s an example below which will help clear the air.
Early tests, said Google on its blog, showed that advertisers using mostly exact match keywords see 3% more exact match clicks & conversions on average, with most coming from queries they aren’t reaching today.
Reach more people with the same keywords
Powered by Google’s machine learning, exact match will now match with the intent of a search, instead of just the specific words. This means your exact match keywords can show ads on searches that include implied words, paraphrases, and other terms with the same meaning.
Let’s say you’re marketing for a travel business. If you’re using the exact match keyword [yosemite camping], your ads may show on other terms like “yosemite campground,” “campsites in yosemite,” or “yosemite national park ca camping.”
In each case, the intent of the search still matches the original keyword: to go camping in Yosemite National Park. However, you wouldn’t show on terms like “yosemite hotel” or “best yosemite camping,” because while both refer to staying at the park, the intent is different. Instead, these terms would match to the broad match version of this keyword.
Examples of new queries that may match with “yosemite camping.”
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Image Credit: Google
