{"id":7049,"date":"2018-09-13T17:13:47","date_gmt":"2018-09-13T11:43:47","guid":{"rendered":"http:\/\/www.karooya.com\/blog\/?p=7049"},"modified":"2018-09-13T17:13:47","modified_gmt":"2018-09-13T11:43:47","slug":"twitter-response-exact-match-close-variant-update","status":"publish","type":"post","link":"https:\/\/www.karooya.com\/blog\/twitter-response-exact-match-close-variant-update\/","title":{"rendered":"Twitter Response &#8211; Exact Match Close Variant Update"},"content":{"rendered":"<p class=\"lead\">Google Ads announced that <a href=\"https:\/\/support.google.com\/google-ads\/answer\/9131274\" target=\"_blank\" rel=\"noopener\">exact match type<\/a> will now also apply for terms with similar intent. The PPC space has since been flooded with opinions about this change. Here is how PPCers responded when this update was announced.<\/p>\n<p><!--more--><\/p>\n<p>&nbsp;<\/p>\n<p>Some of the handpicked tweets, with the majority not happy with this change.<\/p>\n<p>&nbsp;<\/p>\n<blockquote class=\"twitter-tweet\" data-lang=\"en\">\n<p dir=\"ltr\" lang=\"en\">Literally just got an email from our Google rep claiming the new &#8220;exact&#8221; match is &#8220;making keyword management more simple.&#8221; RRRRRIIIIIIGGGGHHHHHHTTTTTT<a href=\"https:\/\/twitter.com\/hashtag\/ppcchat?src=hash&amp;ref_src=twsrc%5Etfw\">#ppcchat<\/a> <a href=\"https:\/\/twitter.com\/hashtag\/SimpleIsTheNewEnhanced?src=hash&amp;ref_src=twsrc%5Etfw\">#SimpleIsTheNewEnhanced<\/a><\/p>\n<p>\u2014 Melissa Mackey (@Mel66) <a href=\"https:\/\/twitter.com\/Mel66\/status\/1039145787593293824?ref_src=twsrc%5Etfw\">September 10, 2018<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote class=\"twitter-tweet\" data-lang=\"en\">\n<p dir=\"ltr\" lang=\"en\">Google is reducing keywords as a concept to taxonomy style categories that can be layered with audiences.<\/p>\n<p>It\u2019s just doing it slowly enough that the industry accepts the eventual destination.<a href=\"https:\/\/twitter.com\/hashtag\/ppcchat?src=hash&amp;ref_src=twsrc%5Etfw\">#ppcchat<\/a><\/p>\n<p>\u2014 Andrew McGarry (@beyondcontent) <a href=\"https:\/\/twitter.com\/beyondcontent\/status\/1038105799351066624?ref_src=twsrc%5Etfw\">September 7, 2018<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote class=\"twitter-tweet\" data-partner=\"tweetdeck\">\n<p dir=\"ltr\" lang=\"en\">Exact match is now irrelevant. Google money grab. +modifier is your only friend. <a href=\"https:\/\/twitter.com\/hashtag\/ppc?src=hash&amp;ref_src=twsrc%5Etfw\">#ppc<\/a> <a href=\"https:\/\/twitter.com\/hashtag\/ppcchat?src=hash&amp;ref_src=twsrc%5Etfw\">#ppcchat<\/a> <a href=\"https:\/\/t.co\/7vhGCP1e1c\">https:\/\/t.co\/7vhGCP1e1c<\/a><\/p>\n<p>\u2014 David Sonn (@davidsonn) <a href=\"https:\/\/twitter.com\/davidsonn\/status\/1038427381806051329?ref_src=twsrc%5Etfw\">September 8, 2018<\/a><\/p><\/blockquote>\n<p>&nbsp;<\/p>\n<blockquote class=\"twitter-tweet\" data-partner=\"tweetdeck\">\n<p dir=\"ltr\" lang=\"en\">It&#8217;s about time for a new match type. *variant match* , *AI match* , +[exact match modifier]<\/p>\n<p>How can you in good faith still refer to the exact match type as an &#8220;exact match&#8221; <a href=\"https:\/\/twitter.com\/hashtag\/PPCchat?src=hash&amp;ref_src=twsrc%5Etfw\">#PPCchat<\/a> <a href=\"https:\/\/twitter.com\/GoogleAds?ref_src=twsrc%5Etfw\">@GoogleAds<\/a> <a href=\"https:\/\/twitter.com\/hashtag\/GoogleAds?src=hash&amp;ref_src=twsrc%5Etfw\">#GoogleAds<\/a> <a href=\"https:\/\/twitter.com\/hashtag\/exactmatch?src=hash&amp;ref_src=twsrc%5Etfw\">#exactmatch<\/a><\/p>\n<p>\u2014 Jimmy Dalgleish (@JIMMYDonline) <a href=\"https:\/\/twitter.com\/JIMMYDonline\/status\/1038203556187131904?ref_src=twsrc%5Etfw\">September 7, 2018<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote class=\"twitter-tweet\" data-partner=\"tweetdeck\">\n<p dir=\"ltr\" lang=\"en\">New ways to call Exact Match:<br \/>\nMostly Exact Match<br \/>\nRoughly Exact Match<br \/>\nVaguely Exact Match<\/p>\n<p>Partial Broad Match Modified<br \/>\nor &#8220;good enough&#8221;<br \/>\nor&#8230; product update to generate more revenue<a href=\"https:\/\/twitter.com\/hashtag\/ppcchat?src=hash&amp;ref_src=twsrc%5Etfw\">#ppcchat<\/a><\/p>\n<p>\u2014 Sam Lalonde (@sam_lalonde) <a href=\"https:\/\/twitter.com\/sam_lalonde\/status\/1038172119190970369?ref_src=twsrc%5Etfw\">September 7, 2018<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote class=\"twitter-tweet\" data-conversation=\"none\" data-cards=\"hidden\" data-partner=\"tweetdeck\">\n<p dir=\"ltr\" lang=\"en\">Another ridiculous way for <a href=\"https:\/\/twitter.com\/GoogleAds?ref_src=twsrc%5Etfw\">@GoogleAds<\/a> to squeeze more money out of advertisers. They should just cancel exact match because this is just broad match. What would broad match be doing now? Just matching to every query known to man? <a href=\"https:\/\/twitter.com\/hashtag\/ppcchat?src=hash&amp;ref_src=twsrc%5Etfw\">#ppcchat<\/a><\/p>\n<p>\u2014 daniel Vardi (@360vardi) <a href=\"https:\/\/twitter.com\/360vardi\/status\/1038105411629580289?ref_src=twsrc%5Etfw\">September 7, 2018<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote class=\"twitter-tweet\" data-conversation=\"none\" data-cards=\"hidden\" data-partner=\"tweetdeck\">\n<p dir=\"ltr\" lang=\"en\">I just can\u2019t believe that now I\u201dm going to find new terms based off an Exact Match SQR\u2026 what. Then if you add a new query you need to use negatives to force match to the new query, because you know the old one can pick it up. <a href=\"https:\/\/twitter.com\/hashtag\/PPCchat?src=hash&amp;ref_src=twsrc%5Etfw\">#PPCchat<\/a><\/p>\n<p>\u2014 Mark Gustafson (@markpgus) <a href=\"https:\/\/twitter.com\/markpgus\/status\/1038095582433140738?ref_src=twsrc%5Etfw\">September 7, 2018<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote class=\"twitter-tweet\" data-partner=\"tweetdeck\">\n<p dir=\"ltr\" lang=\"en\">So now you are going to need to use negative keywords in exact match adgroups, if this causes you issues. I say it all the time, PPC is more defense at this point. <a href=\"https:\/\/twitter.com\/hashtag\/ppcchat?src=hash&amp;ref_src=twsrc%5Etfw\">#ppcchat<\/a><\/p>\n<p>\u2014 markkennedysem (@markkennedysem) <a href=\"https:\/\/twitter.com\/markkennedysem\/status\/1038087159088074752?ref_src=twsrc%5Etfw\">September 7, 2018<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote class=\"twitter-tweet\" data-partner=\"tweetdeck\">\n<p dir=\"ltr\" lang=\"en\">I&#8217;d welcome new matching variants &#8211; if they were in a match type that wasn&#8217;t called &#8220;Exact&#8221;. Makes no sense. These variants should be added for keywords w\/o an advertiser set match type (aka broad). Then the added power &amp; flexibility would actually help. <a href=\"https:\/\/twitter.com\/hashtag\/ppcchat?src=hash&amp;ref_src=twsrc%5Etfw\">#ppcchat<\/a> <a href=\"https:\/\/twitter.com\/hashtag\/whycallitexact?src=hash&amp;ref_src=twsrc%5Etfw\">#whycallitexact<\/a>?<\/p>\n<p>\u2014 Greg Finn (@gregfinn) <a href=\"https:\/\/twitter.com\/gregfinn\/status\/1038042848141225984?ref_src=twsrc%5Etfw\">September 7, 2018<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote class=\"twitter-tweet\" data-partner=\"tweetdeck\">\n<p dir=\"ltr\" lang=\"en\">This change in Exact match is a bloody nightmare <a href=\"https:\/\/twitter.com\/hashtag\/ppc?src=hash&amp;ref_src=twsrc%5Etfw\">#ppc<\/a> <a href=\"https:\/\/twitter.com\/hashtag\/GoogleAds?src=hash&amp;ref_src=twsrc%5Etfw\">#GoogleAds<\/a> <a href=\"https:\/\/twitter.com\/hashtag\/adwords?src=hash&amp;ref_src=twsrc%5Etfw\">#adwords<\/a> &#8211; going to add hours of work to get my accounts back into shape <a href=\"https:\/\/twitter.com\/hashtag\/thanksbutnothanks?src=hash&amp;ref_src=twsrc%5Etfw\">#thanksbutnothanks<\/a> <a href=\"https:\/\/twitter.com\/hashtag\/Google?src=hash&amp;ref_src=twsrc%5Etfw\">#Google<\/a><\/p>\n<p>\u2014 Richard Thomas (@thebigfixer) <a href=\"https:\/\/twitter.com\/thebigfixer\/status\/1039416285363355648?ref_src=twsrc%5Etfw\">September 11, 2018<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote class=\"twitter-tweet\" data-partner=\"tweetdeck\">\n<p dir=\"ltr\" lang=\"en\">Funny. Exact match is becoming more broad than modified broad and phrase match. ? <a href=\"https:\/\/twitter.com\/hashtag\/ppc?src=hash&amp;ref_src=twsrc%5Etfw\">#ppc<\/a> <a href=\"https:\/\/twitter.com\/hashtag\/googleads?src=hash&amp;ref_src=twsrc%5Etfw\">#googleads<\/a> <a href=\"https:\/\/t.co\/DIbPHmiaPL\">https:\/\/t.co\/DIbPHmiaPL<\/a><\/p>\n<p>\u2014 Vojta Satrapa (@Vojtasatrapa) <a href=\"https:\/\/twitter.com\/Vojtasatrapa\/status\/1038728663020302336?ref_src=twsrc%5Etfw\">September 9, 2018<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote class=\"twitter-tweet\" data-partner=\"tweetdeck\">\n<p dir=\"ltr\" lang=\"en\"><a href=\"https:\/\/twitter.com\/GoogleAds?ref_src=twsrc%5Etfw\">@GoogleAds<\/a> don&#8217;t take our control on what exact keywords we want to show our ads for, if your intent is to democratize value of ML with this exact match close variants feature &amp; not just making money then let&#8217;s have a separate exact match variants match type <a href=\"https:\/\/twitter.com\/hashtag\/SEM?src=hash&amp;ref_src=twsrc%5Etfw\">#SEM<\/a> <a href=\"https:\/\/twitter.com\/hashtag\/measure?src=hash&amp;ref_src=twsrc%5Etfw\">#measure<\/a><\/p>\n<p>\u2014 Arpit Srivastava (@arpitconsultant) <a href=\"https:\/\/twitter.com\/arpitconsultant\/status\/1038682526892535809?ref_src=twsrc%5Etfw\">September 9, 2018<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote class=\"twitter-tweet\" data-conversation=\"none\" data-cards=\"hidden\" data-partner=\"tweetdeck\">\n<p dir=\"ltr\" lang=\"en\">Shouldn&#8217;t broad and phrase be the feedback loop? Just get rid of exact match if &#8220;exact&#8221; doesn&#8217;t mean exact any more. What Google really wants is advertisers to say &#8220;My budget is X, you spend it how you think it should be spent Google&#8230;&#8221;<\/p>\n<p>\u2014 Geoff (@JMUGeoff) <a href=\"https:\/\/twitter.com\/JMUGeoff\/status\/1038415597850316801?ref_src=twsrc%5Etfw\">September 8, 2018<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<p>&nbsp;<\/p>\n<p><strong>Related Links:<\/strong><\/p>\n<ul>\n<li><a href=\"https:\/\/www.karooya.com\/blog\/google-ads-exact-match-close-variants-sees-yet-another-change\/\" target=\"_blank\" rel=\"noopener\">Exact Match Close Variants Sees Yet Another Change<\/a><\/li>\n<li><a href=\"https:\/\/www.karooya.com\/blog\/old-vs-new-exact-match-type-keyword-what-will-changed\/\" target=\"_blank\" rel=\"noopener\">Old vs New AdWords Exact Match Keywords \u2013 What Will Change?<\/a><\/li>\n<li><a href=\"https:\/\/www.karooya.com\/blog\/how-to-view-your-keywords-close-variants-in-adwords\/\" target=\"_blank\" rel=\"noopener\">How To View Your Keyword&#8217;s Close Variants in AdWords?<\/a><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Google Ads announced that exact match type will now also apply for terms with similar intent. The PPC space has since been flooded with opinions about this change. Here is how PPCers responded when this update was announced.<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"ub_ctt_via":"","footnotes":""},"categories":[3,8],"tags":[],"class_list":["post-7049","post","type-post","status-publish","format-standard","hentry","category-googl-search-tips","category-keyword-match-type"],"featured_image_src":null,"author_info":{"display_name":"Kirti","author_link":"https:\/\/www.karooya.com\/blog\/author\/kirti\/"},"_links":{"self":[{"href":"https:\/\/www.karooya.com\/blog\/wp-json\/wp\/v2\/posts\/7049","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.karooya.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.karooya.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.karooya.com\/blog\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/www.karooya.com\/blog\/wp-json\/wp\/v2\/comments?post=7049"}],"version-history":[{"count":7,"href":"https:\/\/www.karooya.com\/blog\/wp-json\/wp\/v2\/posts\/7049\/revisions"}],"predecessor-version":[{"id":7066,"href":"https:\/\/www.karooya.com\/blog\/wp-json\/wp\/v2\/posts\/7049\/revisions\/7066"}],"wp:attachment":[{"href":"https:\/\/www.karooya.com\/blog\/wp-json\/wp\/v2\/media?parent=7049"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.karooya.com\/blog\/wp-json\/wp\/v2\/categories?post=7049"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.karooya.com\/blog\/wp-json\/wp\/v2\/tags?post=7049"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}