It seems like Google just can’t leave well enough alone! On September 6, 2018, they announced their exact match keyword targeting once again. This time, they’re including searches that have similar intent. Basically, your ads might appear for searches that Google thinks are close enough in meaning to your target keyword. The table below gives an example of how different queries could now match your “exact match” keyword.

Should we be panicking? Probably not. A recent analysis by nexus-security found that, for the most part, this change is actually beneficial for advertisers.

The team over at Search Engine Land also discovered that, since the update, the exact match option has been driving some high-quality clicks. However, not everyone is thrilled. Adalysis’s analysis suggests that while keywords might be matching to similar searches, some have seen a decrease in conversion rates and average order values.

These varied outcomes highlight the fact that every account is unique. It’s crucial to monitor your own accounts to see if any adjustments to your exact match keyword targeting are necessary.

Auditing Your Exact Match Keywords

Let’s explore how to check your Google Ads accounts to see if this update is a cause for concern or if you need to make changes.

Analyzing Search Terms Data

The simplest way to see the impact of these changes is to review your search terms data. This process is similar to how you would identify any negative keyword opportunities. Look for anything that seems off. While focusing on the “exact match (close variant)” type is key for this analysis, I also recommend examining the “original match type” for extra assurance.

Are there any keywords showing up that you wouldn’t anticipate and definitely don’t want to be paying for?

Monitoring Conversion Rates

Another method to assess if your keywords need improvement is by analyzing your conversion rates at the keyword level. Ensure you filter your keywords to isolate “exact match” data. Then, compare your keyword conversion rates before and after the update to see if there have been any dips.

If you’re not among the fortunate few who benefited from this change, read on!

Enhancing Your Keyword Targeting: 3 Strategies

Because of the expanded scope of the exact match type, it’s tricky to predict all the potential variations or combinations that could trigger your keywords. When Google broadened exact matches to include misspellings and plurals, Brad Gilbert’s exact match script was the ultimate solution for managing your targeting. However, now that keywords can be triggered by searches with comparable intent, compiling a comprehensive list is more challenging. Despite this, here are a few adjustments to minimize the appearance of your Google Ads for less relevant close variants. The operative word here is less.

Implementing New Negative Keywords

We can’t discuss keyword targeting improvements without mentioning negative keywords, right? As previously mentioned, meticulously analyze your search terms lists to pinpoint unwanted keywords and add them to your negative keyword list. One thing to remember: depending on your account structure and use of Single Keyword Ad Groups, you might need to utilize negative keyword ad groups, incorporate negative keywords into specific ad groups, or create individual negative keyword lists rather than relying solely on master negative keyword lists at the campaign level.

Filtering Your Search Terms

If your account relies heavily on specific qualifying terms, consider creating a filter that combines “exact match (close variant)” + “keyword text containing [x]” + “search terms not containing [x].” This allows you to quickly identify any problematic areas. For example, the screenshot below is from a client campaign promoting gravity blankets. I might want to generate a list of search terms that include the word “blanket” within the keyword text but not within the search term itself.

Transitioning to Phrase Match

Switching entirely to phrase match is another strategy worth exploring. I previously wrote about the remarkable capabilities of Experiments in Google Ads. Conducting an experiment to determine if one match type outperforms another for your account can significantly impact your Google Ads ROI. If you choose this route, be cautious with SKAGs. Simply changing the match type to “phrase” for those keywords might result in a surge of unwanted clicks.

In Conclusion…

With Google’s increasing emphasis on automation, our focus needs to shift towards what we don’t want our ads to appear for, not just what we do. It’s safe to assume we’ll see more changes to match types in the future. As PPC experts, our best course of action is to remain vigilant, continuously monitor our accounts, and leverage all available tools to maximize ROI.