When Does "Exact" Not Mean "Exact"?

Google has announced that "exact" will no longer mean "exact". At least not when it comes to AdWords.

Spend 1 minute going through the following to see if this affects you. The answer is yes, whether you use AdWords or not.

In AdWords you bid for keywords. To be "helpful", Google will display your advert when someone searches for something similar to your keyword. Unfortunately, this is seldom what you want to happen. It can be too broad, and your budget is wasted.

To get around this, you could (SHOULD) use exact matching. Your advert would only be displayed when that exact phrase is searched for.

Google have just announced a change to the rules. Exact match will now include certain variations of your exact phrase, including a different order of words.

Before you die of boredom, just accept that this could be a big issue for you.

  1. Ironically, people who weren't doing AdWords very well might see a temporary improvement.
  2. If AdWords is important to you, and you've been doing it well, then you must take action to preserve your position.
  3. If you haven't used AdWords, then this might be an opportunity, when your competitors are in disarray.

So what should you do?

  1. You really should do AdWords properly.
  2. You should know about this already. Whoever looks after it for you will have told you, and taken action. Haven't they?
  3. You should talk to someone about how AdWords could get you more business.

Whenever there is a major change there will be winners and losers. All the time we help people improve what they had before. We expect enquiries to spike once the effect of this change becomes obvious. But we can only take on so many clients.

If you are sure that everything is OK, then congratulations. But what if you are worried? If you don't care about your website marketing, then it's not really an issue. However, you wouldn't have read this far, would you?

There are techniques and good practices that will mitigate the effects of this change. Allow you to take advantage of them, and beat your competitors.

You need specialised help. Not web design help. Not general marketing advice. You need someone who understands the boring details of Google AdWords. You need to speak to us.

Call with any questions.

  • My AdWords account isn't set up well, or;
  • My AdWords account isn't prepared for this change, or;
  • I want to take advantage of this change to AdWords.

Now is the time to do something about it.

Call 01224 820 960 for a complimentary chat.

By Kenneth Mackay, 4th April, 2017

This is one of a series of articles that deal with common issues when promoting your business online. We hope that you found it useful. Go to our online marketing tips to see previous pieces of advice. If there are any topics that you would like covered, please let us know.

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