How Google’s Exact Match Keywords Update Will Impact PPC
DECEMBER 7, 2018
As a PPC advertiser, you may know by now that in September, Google announced that it planned to further expand the broadening of exact match keywords to make them, well, not so exact. As its name once suggested, exact match keywords triggered ads that matched the exact keyword search. The function essentially hindered or prevented an ad from being served altogether if it didn’t perfectly match the keywords in the specified order of your choosing.