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Logistics:
Senior Data Scientist at
Wordstream
5 Years in Paid Search
Voted the 14th Most Influential
PPC Expert of 2016
Exact Match Keywords
Bruins Senators Tickets
Keyword:[Bruins Senators Tickets]
Serves an ad
to
Exact match keywords serve an ad whenever the search exactly matches the keyword.
But Exact Match Work Like That Any More
Exact Match Keywords…Are Not Always Exact
bruins senators tickets
Keyword:[Bruins Senators Tickets]
Serves an ad
to
Exact match keywords ALSO always serve an ad when the search includes the same words with different capitalization.
The search has different capitalization
Exact Match Keywords…Are Not Always Exact
Bruins @Senators Tickets
Keyword:[Bruins Senators Tickets]
Serves an ad
to
Exact match keywords ALSO always serve an ad when the search includes the same words with but have special characters added.
The search includes special characters, like @
Special characters include:. , ; ! @ % * $ & ? £ € ¥ ©
Accent marksNon-English characters
Exact Match Keywords…Are Not Always Exact
Bruins Senaters Tickets
Keyword:[Bruins Senators Tickets]
Serves an ad
to
Exact match keywords started showing an ad when the search includes the same words with but are misspelled.
The search includes a misspelling
Exact Match Keywords…Are Not Always Exact
Bruins Senators Ticket
Keyword:[Bruins Senators Tickets]
Serves an ad
to
Exact match keywords started showing an ad when the search includes the same words with are grammatical variants.
The search is the singular form of the keyword
Exact Match Keywords…Are Not Always Exact
Senators Bruins Tickets
Keyword:[Bruins Senators Tickets]
Serves an ad
to
Exact match keywords started showing an ad when the search includes the same words but are in different order.
Tickets Bruins SenatorsThese searches include the words from the keyword, but in a different order
Exact Match Keywords…Are Not Always Exact
Bruins at Senators Tickets
Keyword:[Bruins Senators Tickets]
Serves an ad
to
Exact match keywords started showing an ad when the search includes the same words but include additional function words, like prepositions, articles, and conjunctions
Tickets for the Bruins SenatorsThese searches include added functional words
Exact Match Keywords…Are Not Always Exact
Bruins Senators Tickets
Keyword:[Senators at Bruins Tickets]
Serves an ad
to
Exact match keywords started showing an ad when the search includes the same words but remove function words, like prepositions, articles, and conjunctions
This search does not include the functional word “at”
Exact Match Keywords…Are Not Always Exact
Exact match keywords can show an ad anytime the search:• Exactly matches the keywordOR• Has different case from the keyword• Includes additional non-standard characters• Is a misspelling of the keyword• Is the singular/plural version of the keyword• Is grammatic variant of the keyword (-ing, -ed)• Includes the words of the keyword out of order• Includes additional or removes function words, such as articles,
prepositions, and conjunctions.
The Effects of This New Change
We’re seeing this close variant matches make up a noticeable share of our client’s ads appear on these exact close-variant matches
from exact match keywords were these new close variant searches.
from exact match keywords were these new close variant searches
Data source: Wordstream data, 8932 clients using exact match keywords on the search network in April 2017
8%of
impressions
10%of clicks
The Effects of This New Change
Increased search reach and traffic also mean more costs for advertisers
from exact match keywords were these new close variant searches.
Data source: Wordstream data, 8932 clients using exact match keywords on the search network in April 2017
11%of costs
#1Reconsider Your
Keywords
Some Clients Will Be Happy About the Change
The change allows advertisers to get more traffic without the burden of managing new keywords.
If this is you: • Consider adding broad modified or broad keywords to your
account as well! • Shopping campaigns and Dynamic Search Ads are other
effective ways to get highly relevant traffic to your site without managing thousands of keywords.
Broad Modified Match Keywords
Keyword:+Bruins +Senators +Tickets
Broad modified match keywords serve an ad whenever the search contains the words within the keyword, regardless of order or additional words.
Hockey Tickets Senators vs Bruins
Bruins Senators Playoff Tickets
Serves an ad
to
These searches include the words Bruins, Senators, and Tickets but may have additional words as well!
Broad Match Keywords
Keyword:Bruins Senators Tickets
Broad match keywords serve an ad whenever the search is contextually similar in any way
Boston vs Ottawa Tickets
NHL Playoff Tickets
Serves an ad
to
These searches are similar in context, but may differ greatly in semantics
But Most Won’t Be Thrilled At the Loss of Control
The change makes controlling your exact match keywords A LOT more difficult. Many clients are frustrated by the new search terms Google is pushing their ads on.
Phrase Match Keywords
Bruins Senators Tickets 4/12
Keyword:“Bruins Senators Tickets”
Serves an ad
to
Phrase match keywords serve an ad whenever the search contains that phrase, exactly as-is.
The search includes the keyword exactly, although additional words can be added to the beginning or end.
Change Match Types Quickly
#2Proactively Add New
Negative Keywords
Exact Match Keywords Now Need Negatives
Bruins at Senators Tickets
Keyword:[Bruins Senators Tickets]
We know not all exact match search terms will be quality anymore
Tickets for the Bruins Senators
Bruins @ Senators Tickets
Bruins at Senators Tickets
Senators Bruins Tickets
Bruins Senators Ticket
These are good negative to add if we’re only selling Boston home games
Does word order matter? If yes, then add new negatives for reorders
Single/Pleural matches may mean less revenue per search. Consider new negatives for these matches
Add Negative Keywords To Google & Bing Easily
#3Remove New Duplicate
Keywords
Your Existing Exact Match Keywords May Create Problems
Keywords:[Bruins Tickets][Tickets Bruins][Tickets for the Bruins]
In the past, you likely created a bunch of related exact match keywords for different traffic.
Bruins Tickets
Tickets Bruins
Tickets for the Bruins
Search Terms:
Your Existing Exact Match Keywords May Create Problems
Keywords:[Bruins Tickets][Tickets Bruins][Tickets for the Bruins]
But now all these keywords compete for the same traffic!
Bruins Tickets
Tickets Bruins
Tickets for the Bruins
Search Terms:
Be sure to remove all these duplicate keywords to prevent yourself from competing against your own keywords!
New Duplicate Keywords
Data source: Wordstream data, 100 clients using exact match keywords on the search network in March 2017
Pausing Duplicate Keywords
Pausing duplicates is a very manual process in AdWords, but is a simple alert in Wordstream!
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