The way we use language is constantly evolving. Just as dictionaries adapt to new meanings and food trends come and go, so too does Google change how it defines keywords. Yesterday, announced that they are further expanding the scope of “exact match” keywords. Let’s explore what this means for advertisers.

What Exactly (Ahem) Is Google Changing?

Traditionally, advertisers have used keyword match types to control which user searches trigger their ads. Exact match keywords, as their name suggests, were once limited to searches that perfectly mirrored the keyword. Over the years, Google has broadened this definition. In 2014, it began including slight variations like misspellings and plurals. Then in 2017, Google further relaxed the rules to encompass different word order and the inclusion of prepositions and articles. Now, Google is changing the game once again. Soon, your exact match keywords will encompass “close variants that share the same meaning,” including synonyms, paraphrases, and searches with similar intent. For example, the exact match keyword [yosemite camping] could now match searches like “yosemite national park ca camping,” “Yosemite campground,” or “campsites in yosemite.” While these searches use different wording, Google recognizes they share the same underlying goal: finding camping options in Yosemite. This starts to feel a lot like broad match.

Google predicts these changes will expand the reach of exact match keywords by approximately 3%. The last time Google adjusted exact match keywords, advertisers experienced a 10% rise in clicks and an 11% increase in spending on these keywords.

Who Benefits from this Change?

By Google’s own calculations, this update will lead to a 3% increase in ad clicks. However, all advertisers will feel the impact as their keywords match to a wider range of search terms. Every single day, billions of searches are conducted on Google. Amazingly, a significant portion of these searches are unique, reflecting the vast and evolving ways people use language. While a large percentage of searches may appear new on the surface, in reality, users are constantly finding new ways to phrase their needs. This means more of these millions of searches will now match with your keywords. Think about it: people search for everyday items like deodorant in countless ways. Even the most skilled search engine marketers wouldn’t want to manually create thousands of variations for every single keyword. Plus, Google Ads has a limit on the number of keywords you can have. Smaller advertisers with limited resources for keyword research may find this shift beneficial as it simplifies keyword management. If this change excites you and you’re eager to reach more relevant customers, great! You might also want to explore modified broad match keywords, which offer similar advantages in terms of flexibility.

Who Does This Change Hurt?

While keyword semantics might not be the most glamorous topic, it’s crucial for advertisers who rely on precise language. This update requires careful attention, especially for businesses in specialized industries using long-tail keywords for targeted reach. For instance, in Google’s Yosemite camping example, the keyword [Yosemite camping] might not align with the search Yosemite National Park CA camping if that search originated from a location outside of California. Similarly, for camping gear retailers, the keyword [Yosemite camping] might outperform broader searches like Yosemite campsite or Yosemite campground.

5 Ways to Prepare for the New Exact Match Rules

The rollout of these changes will begin in October for English keywords, with other languages following in the subsequent months. Here’s how to get ready before the update takes effect:

1. Review your top exact match keywords

Analyze your best-performing exact match keywords. Are they multi-word keywords? Does the order of the words impact their meaning? Would substituting synonyms or adding locations or prepositions alter the search intent? If you answered yes to any of these, those keywords might require adjustments.

2. Preemptively add new negative keywords

Regularly adding negative keywords is crucial for any PPC campaign. As you review your exact match keywords, identify any irrelevant variations that might now trigger your ads and add them as negative keywords to avoid wasted ad spend.

3. Consider adding other match types

If maintaining strict control over word order and keyword variations is paramount, consider using phrase match keywords more extensively. Google has confirmed that this update won’t affect phrase match keywords. Conversely, if you’re excited about the simplified approach and want to explore similar options, try incorporating more modified broad match keywords into your account.

4. Remove any newly duplicate keywords

Following Google’s 2017 exact match update, a surprisingly high number of exact match keywords ended up competing against each other due to word order variations. This latest update, with its semantic and contextual expansions, is likely to further exacerbate this issue.

5. Revisit your Single Keyword Ad Groups

Single-keyword ad groups (SKAGs) are favored by some advertisers for their granular control over ad copy relevance. While SKAGs can be useful, relying on exact match keywords within multiple SKAGs might require extra effort now. As these keywords broaden their reach and compete more frequently, managing them within SKAGs could become increasingly complex. Consider whether SKAGs, at least for your exact match keywords, are still the best strategy. This isn’t the first time Google has modified its approach to keywords, and it certainly won’t be the last. While this update has sparked debate within the advertising community, one thing is for sure: advertisers can expect a surge in traffic come October. The key will be to closely monitor this new traffic and adapt your strategies accordingly.

Update: How does the exact match update impact your accounts?

I tracked the performance of over 16,000 advertisers to understand how this update affected Google Ads accounts. You can find a detailed analysis of my findings and actionable steps for optimizing your account after the exact match update here.