Google ads are in the process of adjusting the use of their exact match type and its impact in future ads. As we are given more options in some areas and worry about crafting ads more and more, Google is making adjustments to a match type that seemed like it was straight forward and “exact”. With a new algorithm adjustment to the search ads delivery, when searchers are using close variants to the keywords, some marketers are seeing how this can cause issues.
As an SEO I can fully understand why this is causing some issues and is unclear to some how this can be an adjustment to a match type that was supposed to be exact. I’ll help break down why this is not a good option for all industries marketing goals with my personal example. As an SEO and digital marketing consultant, I myself run Google Ads for my business. One very particular point I have on search data feedback is that I have found that I need to utilize the exact match type. If I’m looking to stand out from marketing agencies and firms I need to consider where I can target a searcher and avoid high spend and competition of big box firms.
Bidding on the keywords “digital marketing consultant” versus “digital marketing consulting” changes the intent of the searcher quite a bit. A searcher that is looking for a digital marketing consultant is looking more specifically for a single specialist and consultant such as myself. Whereas a person searching for digital marketing consulting is searching a larger business group offering a service which is consulting. While both of these are potential clients for me, I can mitigate my costs by focusing first on priority searchers. By using the tools Google had provided like exact match types I can limit how much I am up against large firms and marketing agencies that have teams of consultants.
I wonder if Google would take this in consideration when they begin managing how much they are paid by me…
Just like my industry, others out there the use exact match types in strategic ways that give the marketer more options to collect market research on the real customer intent and focus on the searchers intent rather than allowing to Google to make their “best educated decision” using artificial intelligence.
While the technology is advancing very fast most seasoned marketers can tell you stories of horrible keyword matches when a marketer lets Google make the best guess.
What are your thoughts on this new change to Google Ads exact match type option?