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On March 17th, Google announced that they will expand their “Close Variant” matching system for Exact Match keywords. Google is taking away advertiser’s ability to target Exact Match keywords word-for-word. The last major keyword update was AdWords close variant update in 2014. With voice search becoming more and more popular and long tail keywords on the rise, a keyword update was due.
There’s no way around it: social media is growing in popularity within the paid digital advertising industry. When asking why, the obvious thought is that advertisers like to reach users at as many touch points as possible (we’re probably 5-10 years away from seeing ads etched into the outfield grass at MLB stadiums).