AdWords Changes to Exact Match
AdWords will ‘gain’ a broader type of exact match. Yes, Exact Match is not going to be Exact Match anymore.
Exact Match Now Has Broad Match Word Ordering
This is probably quite baffling to those who already use Expanded Broad Match. Google says that word order in Exact Match is no longer important. In addition to slightly broadening exact match before, allowing plural and misspelling varients through, it will allow more abbreviations as well. So as far as we can see it only means that word ordering will be a little tighter than in expanded broad match, with the extra benefit that on exact match there cannot (often) be additional search words allowed through.
Google says that it will not allow word order variations that it detects have a different meaning. For example, Car Sell is potentially different to Seller Car. One might imply you want to sell your own car, the other suggests you want to buy it.
Personally, I believe this is a very unwanted change. Exact match was if anything too broad as it was. There can be huge differences in the profitability of search terms in the singular and plural. This seems to be a case where Google has more faith in theory than what users are presumably asking for.
And you also find that Google has restricted the use of what it percieves to be negative keyword, flagging up small variations as keyword conflicts. In many cases these aren’t conflicts at all. You want to ensure, for example, that a plural search term you have on Exact Match does not pull in singular versions which you can see on search query reports have much poorer ROI. Now that word order is not essential, will Google allow more negative keyword options to block terms you can see don’t convert?
It seems daft that we now have to contemplate negative keywords against exact match keywords.
But, on the other hand, Googles ability to sense meaning and intention is improving, so we will have to wait and see what the result is. For those that have little time to optimise ad groups, this could be of significant benefit. For those with extremely tight, structured ad groups, this might not be so positive.