In this video, I'll explain keyword match types in Google Ads and how they have changed in the last 6-12 months. I'll cover the difference between keywords and search terms, and the available match types: exact match, phrase match, and broad match. I'll also discuss the recent update that allows exact and phrase match to pull in close variants. Watch this video to understand the impact of these changes and learn how to address them through diligent search term review.
0:00 - Introduction: Why understanding keyword match types is critical for B2B SaaS
0:20 - Keywords vs. Search Terms: Understanding the difference for better targeting
1:14 - Exact Match: How to target specific terms using [brackets]
2:00 - Phrase Match: Using "quotations" to target phrases and why it's often cheaper (CPC)
3:00 - Broad Match: Why we avoid open-text targeting at our agency
4:00 - The Big Update: How Google's "Close Variants" changed exact and phrase match
5:05 - Real-World Example: How an exact match keyword pulled in a completely different search term
6:10 - Actionable Strategy: How to use negative keywords to combat broad "close variants"
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