| | | | | | RIP Exact Match and Phrase Match in AdWords! | August 21, 2014 - Holy smokes! Google has effectively killed off both the Exact and Phrase keyword match types in AdWords! While the keyword match types will still exist, AdWords is redefining how keywords set to phrase and exact keyword match type will trigger search ads by applying close variant keyword matching – meaning your keywords will also trigger for misspellings, acronyms and abbreviations of the keywords that you specify.
Close variant keyword match was introduced in 2012, and was already the default option when using exact match and phrase match – however previously you could opt out of it. Going forward, this is no longer the case. Here’s everything you need to know about this keyword match type shake-up... 
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