On what should have been a quiet Friday afternoon, folks on Twitter suddenly started shifting from the traditional TGIF updates to sharing a link from Google with an update to how Exact Match works.

Exact match hasn’t meant ‘exact’ for quite some time but last week Google announced that they are further expanding the broadening of exact match keywords. Exact match keywords may now also start ...

Google Ads has quietly expanded how exact match works by also including keywords in exact match to include close variations that share the same meaning as your keyword. This was first reported by ...

Advertisers can now get insights into how often their ads show for exact keywords. With exact match impression share (EM IS), advertisers can see the percentage of impressions their ads received for ...

Google’s exact match keyword targeting used to mean one thing: the keyword had to match exactly whatever query the searcher used. Then close variants came into the mix, and that definition has ...

Google was asked in what case will Google not select an exact match of a keyword versus a close matching keyword in the campaign. PPCGreg who asked this on Twitter said he is "seeing a growing number ...