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Google’s AD’s is major changes in keyword match types.
Here's what some marketers are saying about the move to include same meaning queries in exact match close variants.
Marketer reactions to the news that Google is yet again degrading the original intent (much less meaning) of exact match to include “same meaning” close variants is ranging from pessimism to ho-hum to optimism.
Expected impact on performance
“The impact of this will probably be most felt by accounts where exact match has historically been successful and where an exact match of a query made a difference in conversions — hence the reason you’d use exact in the first place,” said digital consultant and President of Netptune MoonJulie Friedman Bacchini.