Google’s Changes to [Exact] & “Phrase” Match Types

In the last few days, I’ve seen a lot of negative response around the news that Google will be changing how it handles the exact and phrase keyword match types. Most people don’t like change, and as with other Google changes in the past, the two camps seem to be “I like it” or “I hate it”. I think this change actually makes some sense.

I have been working with AdWords since the platform launched in 2000 and over the last couple of years I have noticed a degradation in the performance of the [exact] match type, while the phrase match has always remained strong. One of the historic benefits of using the exact match type is that you don’t need to worry about related phrases, alternate endings such as “ing”, “ed” “est”, or misspellings. With the exact match type, the need to do copious amounts of negative keyword research is greatly reduced (and so is much of your traffic opportunity).

But I have learned over the last decade+ that exact match has its downfall, too, in that it tends to be too strict and doesn’t allow for the variation of thought and meaning behind someone’s search process. In my experience, early on, exact match phrases performed the best. These days, they often perform the worst. I would rather have someone who typed [perrenial plants] see my ad and not lose a potential sale because they spelled “prennial” wrong. This change to Google also means I don’t have to have 10 different kewyords in my AdGroup which target mispellings and word variants. It actually will make administration a bit easier.

I have always been a big user of negative keywords to refine performance, so Google’s change doesn’t bother me at all from that standpoint either. With broader matching algorithms, you have to be careful to exclude words and phrases that can be combined with your chosen keyword that make it irrelevant to your campaign. I have always also been a proponent for change, even when fear and dislike for that change run high, because without change, you will never know what opportunities you may have been missing and there is never a chance to improve upon what stood before. Change also challenges us to think in new and different ways – and if there is one thing that’s gospel about the internet marketing realm – as an internet marketer, you never want to be perceived as “out of date” or “irrelevant” in your thinking and approach.

So I say bring it on. Let’s test it. I’m eager to see what difference it may make in the performance of the campaigns I manage. And you know what? If you don’t like it, you can simply go into your Advanced Settings, go to the Keyword Matching section and choose not to include close variants.

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