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Stop word treatment in matching

Visitor ✭ ✭ ✭
# 1
Visitor ✭ ✭ ✭

I have been trying to understand the behavior of matching strategies when it comes to stop words. The documentation makes no reference to how stop words are treated. A few questions come to mind related to this:

 

  • It seems clear that some stop words are removed from queries but it doesn't seem consistent. Is there some magic going on that determines what stays and what goes?
  • Would a phrase match keyword for "in the mix" match a query such as "what is in the mix"? In other words, are stop words preserved for phrase matches?
  • Would an exact match keyword for [travel in Croatia] match the query "travel Croatia"? In other words, are stop words preserved in exact matches?
  • Are there differences in how stop words are treated in positive vs. negative keywords?

 

I'd appreciate some guidance on this.

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Marked as Best Answer.
Solution
Accepted by topic author Simeon S
September 2015

Re: Stop word treatment in matching

Community Manager
# 2
Community Manager
Hi Simeon,

For the purposes of AdWords and how we match queries to ads, you should think of stop words as you would any other word.

So if you have a phrase match keyword "in the mix" it will match to the query "What is in the mix" but it will not match to the query "what is the mix"

If you have an exact match keyword [travel for Croatia] it shouldn't match to the query "travel Croatia."

Hope that helps!

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Marked as Best Answer.
Solution
Accepted by topic author Simeon S
September 2015

Re: Stop word treatment in matching

Community Manager
# 2
Community Manager
Hi Simeon,

For the purposes of AdWords and how we match queries to ads, you should think of stop words as you would any other word.

So if you have a phrase match keyword "in the mix" it will match to the query "What is in the mix" but it will not match to the query "what is the mix"

If you have an exact match keyword [travel for Croatia] it shouldn't match to the query "travel Croatia."

Hope that helps!

Re: Stop word treatment in matching

Visitor ✭ ✭ ✭
# 3
Visitor ✭ ✭ ✭
Thanks, so no stop word removal from queries?

Re: Stop word treatment in matching

Top Contributor
# 4
Top Contributor
Hello, Simeon. I think you're mixing organic indexing / searching / matching (that's what Danny Sullivan talks about in his article) with keyword matching in AdWords.

A stop word, in that case, is a word which is ignored when deciding to match a search query with the information stored in the index.

We don't have stop words in AdWords (words which are extracted from the search query before they are compared with the keyword, as they explain with "the" in the SEL article), we have negative keywords, which act as explained here: https://support.google.com/adwords/answer/2497836?rd=1
Calin Sandici, AdWords Top Contributor | Find me on: Google+ | Twitter | LinkedIn | myBlog
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Re: Stop word treatment in matching

Visitor ✭ ✭ ✭
# 5
Visitor ✭ ✭ ✭
That explanation makes a lot of sense, thanks.