Google AdWords Changes Keyword Match Types

AdWords recently made changes to the exact and phrase keyword match types. The new change will allow exact and phrase match keywords to be triggered for close variants including singular/plural, misspellings, stemming, accents and abbreviations. Keywords... More

AdWords recently made changes to the exact and phrase keyword match types. The new change will allow exact and phrase match keywords to be triggered for close variants including singular/plural, misspellings, stemming, accents and abbreviations. Keywords with misspellings, stemming, accents, abbreviations, singular/plural that were triggering broad match will start triggering respective phrase and exact match types. This change reduces the distinction between keyword match types and in particular dilutes the concept of exact match to a greater degree. Earlier exact match type keywords were only triggered for exactly the same search queries. What does it mean for advertisers? This change will impact the click and conversion cost across all keyword match types and the whole account. It to a greater extent depends upon on how you have set-up the account, the daily budgets, keyword bids and the vertical you are competing in. The current change will trigger advertisers’ exact & phras Less