Exact Match Expands to Same Meaning Words

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The Google Exact Match keyword match type used to mean just that – the search query that triggered the ad to show exactly matched the keyword in the Google Ads account. This opened up to include plurals and misspellings, then similar variants, then different word order and function words… now the next phase is here…

From October 2018, English exact match keywords will expand to trigger ads with the same intent/meaning. This will then roll out soon after across other languages. The example provided by Google below demonstrates how the new update will work.

Any thoughts – Better or worse?

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