Google Ads: Make Exact Match Exact Again? No!

By: Jyll Saskin Gales, Google Ads Coach

Are you spending countless hours searching for the perfect script to make your exact match keywords in Google Ads truly "exact"? Feeling frustrated that Google's definition of exact match seems to be… well, not so exact these days?

If you're nodding along, you're not alone. Many advertisers find themselves trying to micro-manage their campaigns, especially when it comes to ensuring their ads only show for the most relevant searches. But what if I told you there's a more effective and less time-consuming approach?

In this article, we'll discuss why trying to force exact match with scripts might be a losing battle and explore a more sustainable and scalable strategy for achieving your Google Ads goals. Here’s what we’ll cover:

• Understanding why the traditional notion of "exact match" has evolved in Google Ads.
• Why constantly adding negative keywords with scripts can be a reactive and unsustainable approach.
• Exploring the "carrot" approach: focusing on providing your campaigns with what they need to succeed.
• Highlighting the importance of conversion tracking, smart bidding, consolidation, and automation.
• Embracing the evolution of Google Ads and focusing on forward-thinking strategies.

The Evolving Definition of Exact Match

Let's face it: the exact match of today isn't the exact match of yesterday. Google's algorithms have become much smarter, understanding user intent and semantic meaning beyond just the specific words used in a search query. While your exact match keyword still needs to have the same meaning as the user's search, it doesn't require an identical word-for-word match.

For example, if your exact match keyword is [running shoes for men], your ad might also show for searches like "men's running sneakers" or "best running footwear for guys." Google recognizes the underlying intent is the same, or similar enough.

The Pitfalls of the "Stick" Approach: Over-Reliance on Negative Keywords

It's understandable to want tight control over your ad spend and ensure you're only reaching the most relevant audience. This leads some advertisers to become hyper-focused on constantly scouring their search terms report for anything that isn't a perfect match and adding them as negative keywords through scripts or manual processes.

Think of this as the "stick" approach. You're essentially telling your campaigns what they're doing wrong over and over again. While negative keywords are undoubtedly a crucial part of Google Ads management, relying solely on them to force exact matching can be:

• Time-consuming and Resource-Intensive: Constantly analyzing search terms and updating negative keyword lists takes significant time and effort.
• Reactive Rather Than Proactive: You're always playing catch-up, reacting to irrelevant searches after they've already occurred.
• Potentially Limiting: You might inadvertently block relevant searches that Google's smart algorithms could have identified as valuable.
• Unsustainable and Unscalable: As your campaigns grow, the volume of search terms will increase, making this approach even more difficult to manage.

Embracing the "Carrot": Setting Your Campaigns Up for Success

Instead of constantly wielding the "stick" of negative keywords to try and force exact matching, consider a more proactive and positive approach – the "carrot." This involves providing your Google Ads campaigns with the elements they need to effectively match you to the right searches in the first place. These key ingredients include:

• Rock-Solid Conversion Tracking: Accurate conversion tracking is the foundation of any successful Google Ads campaign. By clearly defining what a valuable action is (e.g., a purchase, a lead form submission, a phone call) and tracking it accurately, you provide Google's algorithms with the data they need to understand what's working.
• Leveraging Smart Bidding: Google's smart bidding strategies (like Target CPA, Target ROAS, Maximize Conversions, Maximize Conversion Value) use machine learning to automatically optimize your bids in real-time based on your conversion goals. When you have accurate conversion data, smart bidding can effectively find the right users, even if their search terms aren't a perfect dictionary definition of your keywords. Don't even think about using manual bidding with broader match types – smart bidding is the way to go.
• Strategic Campaign Consolidation: Instead of having numerous tightly themed ad groups with slight variations of exact match keywords (often referred to as SKAGs - Single Keyword Ad Groups), consider consolidating your campaigns and ad groups around broader themes. This gives Google's algorithms more data to work with and can improve performance.

Moving Forward: Adapting to the Modern Google Ads Environment

Trying to go back to the way things were in Google Ads is often futile. The platform is constantly evolving, and algorithms are becoming increasingly sophisticated. Instead of fighting the system, the most effective strategy is to work with it.

Focus on providing Google Ads with the right signals – clear conversion tracking, well-defined goals through smart bidding, and a consolidated campaign structure. By doing so, you empower the platform to find the right customers for your business, even if their search queries aren't a perfect, literal match to your chosen keywords. It's time to embrace the evolution and move forward with strategies that are both effective and sustainable.