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New Exact Match Version Is Not What We Were Told

Explorer ✭ ✭ ✭
# 1
Explorer ✭ ✭ ✭

I want to voice my displeasure with the new exact match version. I sucked it up when it was announced, but I just found a so-called close variant that goes beyond what Google said would happen.

 

I have a casino client. Their brand name does not include the word "casino". I have an exact match version [brand name]. I just found a "close variant" of brand name casino.

 

If it can be reordered and they are going to start adding words other than the prepositions, articles, etc, then what's the difference between exact match and modified broad match? Also, what's the point of tightly grouping ad groups. I have a specific ad group that contains versions of [brand name casino] already. So now I have to deal with adding group level negatives to sculpt my exact match types. It's ridiculous. What is hiding in my exact match "other search terms" that I'm not seeing?

2 Expert replyverified_user

New Exact Match Version Is Not What We Were Told

Top Contributor
# 2
Top Contributor

@David G

>>" Also, what's the point of tightly grouping ad groups. I have a specific ad group that contains versions of [brand name casino] already. So now I have to deal with adding group level negatives to sculpt my exact match types.

The key here that the practice of grouping keywords based on variants is gone. The structure you set  causes the keywords to compete.

It is correct though that the main difference between broad modified and exact  match is now reduced to the  number and the order of keywords that could be matched to a search query. 

Moshe, AdWords Top Contributor , Twitter | Linkedin | Community Profile | Ad-Globe
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New Exact Match Version Is Not What We Were Told

Explorer ✭ ✭ ✭
# 3
Explorer ✭ ✭ ✭

Thanks for the response.

 

The overall point still being, what they said was going to happen is not what's happening. It's supposed to be innocuous words that are added. Not meaningul words like "casino".

 

If that were the case, then they wouldn't compete against each other, but the moment they start adding words other than prepositions, articles, etc., that changes everything.

 

I am not sure if you are on the same page when you say building groups based on variants is gone.

 

I am talking about segmenting keywords, not just slight variations. Not [build a home] and [build home]. I wouldn't put those in separate groups.

 

But [build a custom home] and [build a home] would go in a separate groups. Those aren't close variants, same with my original example.

 

 

As far as the difference between modified broad and exact match, there is zero difference when +keyword and [keyword] can match all the same variations because they are adding other words to exact match.

New Exact Match Version Is Not What We Were Told

Top Contributor
# 4
Top Contributor

I tend to agree with you... But I've never been a big fan of modified broad!  People tend to use it incorrectly and not just to anchor one key term.

 

And, unfortunately, for all of the people used to using phrase and exact, they will have to start paying much closer attention to search queries and adding negatives.  I have pretty much always used some combination of match types that included broad match - So, it's all kind of the same for me right now.

New Exact Match Version Is Not What We Were Told

Explorer ✭ ✭ ✭
# 5
Explorer ✭ ✭ ✭

Yeah, I found another instance where they changed the word "best" to "biggest". A rep has escalated as it's not supposed to be the behavior.