AdWords Exact Match is About to Become...Inexact


Do you use exact match targeting in AdWords? Then you'll want to read about this. Exact match targetng's close variant matching will be broadened to include variations in word order and function words soon according to a story in SEL.

Exact match has been blurred in the past, but this just adds a whole other level of blurriness. I'm not sure exactly what the point is - but you can read a detailed breakdown of what the changes will be in the above.