Google’s Keyword Match Changes: Why Exact Match No Longer Protects Advertisers

February 1, 2025

When it comes to controlling advertising costs and targeting precisely, exact match keywords in Google Ads used to be the gold standard. Advertisers selected keywords that matched exactly the queries their customers typed into Google, ensuring ads were shown to precisely the right audience.

However, recent changes from Google have significantly altered this landscape. Exact match no longer means “exact” in the traditional sense. Google has introduced “close variants,” allowing your ads to show for searches their algorithm considers similar enough in intent to your chosen keyword. While Google markets this update as a feature that helps advertisers capture relevant traffic, in practice, it often translates into less control, more irrelevant clicks, and increased costs.

Think of it this way: giving Google the power to decide which searches trigger your ads is like allowing a car dealer to determine the price you pay for a car after you’ve already agreed on a number. Both situations place you, the buyer or advertiser, at a significant disadvantage, as the party setting the price is incentivized primarily by their profits.

While Google frames these changes positively, claiming enhanced automation and broader reach, the reality for many advertisers is different. It means more work to manage irrelevant traffic, increased vigilance, and often higher ad spend.

To combat these changes and protect your advertising budget, advertisers must:

  • Regularly review search term reports to immediately spot irrelevant searches.
  • Aggressively maintain negative keyword lists to keep unwanted clicks at bay.
  • Constantly test and verify automated strategies rather than accepting Google’s recommendations without question.

The bottom line: Google’s exact match update serves Google’s interests first, and advertisers need to be more vigilant than ever to ensure their advertising dollars are spent wisely.

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