Google has announced that its exact match ‘close variants’ will include close variations that share the same meaning as the brand keyword. This will improve the chances of getting listed in the search results.

The Google Ads team says, “Powered by Google’s machine learning, exact match will now match with the intent of a search, instead of just the specific words. This means your exact match keywords can show ads on searches that include implied words, paraphrases, and other terms with the same meaning.

Let’s say you’re marketing for a travel business. If you’re using the exact match keyword [yosemite camping], your ads may show on other terms like “yosemite campground,” “campsites in yosemite,” or “yosemite national park ca camping.”

In each case, the intent of the search still matches the original keyword: to go camping in Yosemite National Park”.

Match the intent of a search with close variants

Google Support

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