Hello, this video is all about Exact Match Keywords and why Exact Match
keywords aren't exact match keywords anymore. Hello and thank you for joining
in, this video is all about exact match keywords so let's tell you a definition
of what exact match keywords are and from the word exact match it means that
exactly matching keywords. So exact match helps you control how close your keyword
needs to be to someone's search term in order for your ad to appear. So exact
match lets a keyword trigger your ad to show only when someone searches for the
exact keyword, or close variations of the exact keyword that you add it to your
account. So Google will trigger your ad for close variations of the exact match
keyword including misspellings singular and plural forms, acronyms stemmings such
as floor and flooring, abbreviations and accents. So to setup your exact match
keyword what you want to do is to put a square bracket around your keyword or
keyphrase just like I'm showing you on the screen there is no space between the
keyword and brackets so please don't put any space like this so just the way it
is shown on the screen. So let's take for example a exact match keyword wedding
photographer London so if somebody search for wedding photographer London
then your ads may potentially trigger, but if some research for find wedding
photographer in London then you add won't trigger.
But recently -or in fact last year- Google had a major update with regards to how
exact match keywords will potentially work, so exact match is no more an exact
match because Google believes this new change will increase the click-through
rates and the clicks on your ads and it expands to a exact match to close
variant including additional rewording and reordering for exact match keywords,
so this is quite a significant change to how exact match keywords work and
further to that it Google will also ignore function key words like "in, to, for but, a and the",
which they believe don't have much or any impact on the intent behind the
search term and I personally believe the reason why these function words are
being ignored is the increase in the voice search is being made instead of
typing in on your keyboard or smartphone, we now talk in to our smartphones and
Google something and when we say something we tend to use all these
function key function words, so let's have a look as to how exact match
keywords can potentially trigger your ads. So let's take an example for running
shoes women so that's your keyword which you are bidding for, somebody searches
running shoes for women and as the function keywords or function words were
added, your ad will or can potentially trigger jobs in United Kingdom somebody
may search for your jobs in the United Kingdom your
the function words have been added and your ads can trigger. Wedding
photographer London someone searched wedding photographer in London the ad
will trigger. Wedding photographer London again and let's say somebody has
reworded London wedding photographer, now traditionally this would have been
triggered by the broad modified keyword but now an exact match keyword will also
trigger your ad because this is a reworded word. So it's quite a
significant change to how exact match keywords will trigger your ads. Exact
match keywords are the most expensive because I would bid the most highest as
they are the most relevant and the highest converting keywords for any
campaigns, so if you are using phrase exact or broad match keywords then I
would bid the most on the exact match keywords. So with this change to the
exact match keywords this expansion of close variants you don't need to have
a long list of keywords with all these words in it, or reworded keywords as
well because Google will take into account all the function keywords as
well as the reordered words in the search query and trigger your exact
match keyword. So that's it for this video, I hope you enjoyed it. Please don't
forget to subscribe, comment, share or like and I look forward to seeing you in
the next one. Bye for now.