I mean you have to refresh the concept of AdWords exact match #keywords. According to a recent blog post from Google, they are changing the way exact match keywords work.
Till today, we understand [exact match] keywords will show ads for exact these keywords with slight variations. For example, for [red flower] keywords, ads can be shown for
- Red flowers
- Red flower
With new updates on exact match keywords, ads will be shown on more closed variation if the meaning of search queries remains the same. Like for [book ticket to London], ads can be shown for
- Book a ticket to London
- Book ticket to London
- Book a ticket for London.
You can check more details about these changes here https://adwords.googleblog.com/2017/03/close-variants-now-connects-more-people.html
If you are someone who is running PPC ads on Google or if you are an agency providing Pay Per Click Services In India to your clients then you should definitely know about these changes.
And, if you want to know about all the major keyword match types that Google ads have then you can read our blog here.
Anil Singh is the Founder of Anirup Technologies LLP and a performance marketing strategist with over a decade of hands-on experience in Google Ads, PPC management, SEO and lead generation. He helps businesses build search-focused marketing systems that improve visibility, attract qualified leads and support measurable growth.
With strong expertise in Google Ads, Meta Ads, conversion tracking, landing pages and WordPress-based SEO, Anil focuses on practical strategies that connect marketing spend with real business outcomes. His work is especially focused on helping businesses use paid search and performance marketing with better structure, clearer reporting and stronger ROI accountability.