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Google will remove, replace and add the function words and change the word ordering

From now close search options will expand to include word ordering and functional words in inaccurate keywords, which concerns not only the plural form. Earlier whenwe were searching for something on the Internet, we were typing the exact phrase and it was supposed to have an exact meaning. Today things are getting more complicated. However, we are going to get more accurate results as well.

Not so long ago Google announced one more change in the mechanism of targeting at exact match. Soon variations in the word ordering and functional words will be included in potential variants to provide a better match. Considering this update, Google willignore the word ordering and manipulate with function words when deciding whether an ad needs to run for a keyword with exact match.

Five years ago Google announced similar variantsfor capturing the plural, spellingerrors and other variants of keywords with exact matching to expand coverage and spend less time on compilation of keyword lists. According to the research, advertisers could get a bigger number of accurate results in general, comparing to the previous years.

The purpose of the change

Sometimes variations can totally change the meaning of a keyword. For example, such two phrases as “water boiler” and “water boiling” were earlier considered to match each other, however they are not the same. To avoid this kind of mismatch, Google will add, replace or just remove the function words. At the same time, one of the issues currently discussed among advertisers is managing keywords with different meaning. In case if the word order or function words are in exact accurate match and Google understands the request, it will not manipulate and change the keywords at all.

This change requires from advertisers to update their scripts as well and review the already existing exact match requests to find out if changing the order or manipulating with function words affects the overall meaning of the request.