{"id":2787,"date":"2012-04-25T05:53:24","date_gmt":"2012-04-25T09:53:24","guid":{"rendered":"http:\/\/www.mccordweb.com\/weblogs\/?p=2787"},"modified":"2012-04-21T21:00:00","modified_gmt":"2012-04-22T01:00:00","slug":"adwords-exact-match-and-phrase-match-changes-coming-in-may","status":"publish","type":"post","link":"https:\/\/www.mccordweb.com\/weblogs\/2012\/04\/25\/adwords-exact-match-and-phrase-match-changes-coming-in-may\/","title":{"rendered":"AdWords Exact Match and Phrase Match Changes Coming in May"},"content":{"rendered":"<p><a title=\"Our AdWords Services\" href=\"http:\/\/www.mccordweb.com\/search-engine-marketing\/adwords-quick-start.php\" target=\"_blank\">AdWords<\/a> announced this past week that in mid May they will be changing the way they use exact match and phrase match keywords for ad delivery. In the very near future, AdWords will imitate adCenter in using plurals and misspellings of words you have set with these selected match types in addition to the specific words and phrases.<\/p>\n<p>Google has stated that:<\/p>\n<p>&#8220;Starting in mid-May, phrase and exact match keywords will match close variants, including misspellings, singular\/plural forms, stemmings, accents and abbreviations. Based on our research and testing, we believe these changes will be broadly beneficial for users and advertisers.&#8221;<\/p>\n<p>You can read the full article and see some examples of this new behavior on the <a title=\"See Examples\" href=\"http:\/\/adwords.blogspot.com\/2012\/04\/new-matching-behavior-for-phrase-and.html\" target=\"_blank\">AdWords blog<\/a>.<\/p>\n<p>As Google feels that they can identify the intent of a search from the query and search history, it makes sense to deliver ads to users when their is small variation and even though the specific keywords may not be in an advertisers keyword list. I consider this enhancement good news, and one of the things I particularly liked about Microsoft adCenter which supplies the pay per click ads for Bing and Yahoo.<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>AdWords announced this past week that in mid May they will be changing the way they use exact match and phrase match keywords for ad delivery. In the very near future, AdWords will imitate adCenter in using plurals and misspellings of words you have set with these selected match types in addition to the specific words and phrases. Google has stated that: &#8220;Starting in mid-May, phrase and exact match keywords will match close variants, including misspellings, singular\/plural forms, stemmings, accents and abbreviations. Based on our research and testing, we believe these changes will be broadly beneficial for users and advertisers.&#8221; You can read the full article and see some examples of this new behavior on the AdWords blog. As Google feels that they can identify the intent of a search from the query and search history, it makes sense to deliver ads to users when their is small variation and even though the specific keywords may not be in an advertisers keyword list. I consider this enhancement good news, and one of the things I particularly liked about Microsoft adCenter which supplies the pay per click ads for Bing and Yahoo. &nbsp;<\/p>\n","protected":false},"author":5,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[202],"tags":[182,445],"class_list":["post-2787","post","type-post","status-publish","format-standard","hentry","category-google-adwords","tag-adwords","tag-google-adwords"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>AdWords Exact Match and Phrase Match Changes Coming in May | The Web Authority<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.mccordweb.com\/weblogs\/2012\/04\/25\/adwords-exact-match-and-phrase-match-changes-coming-in-may\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"AdWords Exact Match and Phrase Match Changes Coming in May | The Web Authority\" \/>\n<meta property=\"og:description\" content=\"AdWords announced this past week that in mid May they will be changing the way they use exact match and phrase match keywords for ad delivery. In the very near future, AdWords will imitate adCenter in using plurals and misspellings of words you have set with these selected match types in addition to the specific words and phrases. Google has stated that: &#8220;Starting in mid-May, phrase and exact match keywords will match close variants, including misspellings, singular\/plural forms, stemmings, accents and abbreviations. Based on our research and testing, we believe these changes will be broadly beneficial for users and advertisers.&#8221; You can read the full article and see some examples of this new behavior on the AdWords blog. As Google feels that they can identify the intent of a search from the query and search history, it makes sense to deliver ads to users when their is small variation and even though the specific keywords may not be in an advertisers keyword list. I consider this enhancement good news, and one of the things I particularly liked about Microsoft adCenter which supplies the pay per click ads for Bing and Yahoo. &nbsp;\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.mccordweb.com\/weblogs\/2012\/04\/25\/adwords-exact-match-and-phrase-match-changes-coming-in-may\/\" \/>\n<meta property=\"og:site_name\" content=\"The Web Authority\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/mccordweb\" \/>\n<meta property=\"article:published_time\" content=\"2012-04-25T09:53:24+00:00\" \/>\n<meta name=\"author\" content=\"Nancy McCord\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@mccordweb\" \/>\n<meta name=\"twitter:site\" content=\"@mccordweb\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Nancy McCord\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.mccordweb.com\\\/weblogs\\\/2012\\\/04\\\/25\\\/adwords-exact-match-and-phrase-match-changes-coming-in-may\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.mccordweb.com\\\/weblogs\\\/2012\\\/04\\\/25\\\/adwords-exact-match-and-phrase-match-changes-coming-in-may\\\/\"},\"author\":{\"name\":\"Nancy McCord\",\"@id\":\"https:\\\/\\\/www.mccordweb.com\\\/weblogs\\\/#\\\/schema\\\/person\\\/7499f3ac0b008bc0e5b7a138ac1dc0ba\"},\"headline\":\"AdWords Exact Match and Phrase Match Changes Coming in May\",\"datePublished\":\"2012-04-25T09:53:24+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.mccordweb.com\\\/weblogs\\\/2012\\\/04\\\/25\\\/adwords-exact-match-and-phrase-match-changes-coming-in-may\\\/\"},\"wordCount\":203,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/www.mccordweb.com\\\/weblogs\\\/#organization\"},\"keywords\":[\"AdWords\",\"Google AdWords\"],\"articleSection\":[\"Google AdWords\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/www.mccordweb.com\\\/weblogs\\\/2012\\\/04\\\/25\\\/adwords-exact-match-and-phrase-match-changes-coming-in-may\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.mccordweb.com\\\/weblogs\\\/2012\\\/04\\\/25\\\/adwords-exact-match-and-phrase-match-changes-coming-in-may\\\/\",\"url\":\"https:\\\/\\\/www.mccordweb.com\\\/weblogs\\\/2012\\\/04\\\/25\\\/adwords-exact-match-and-phrase-match-changes-coming-in-may\\\/\",\"name\":\"AdWords Exact Match and Phrase Match Changes Coming in May | The Web Authority\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.mccordweb.com\\\/weblogs\\\/#website\"},\"datePublished\":\"2012-04-25T09:53:24+00:00\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/www.mccordweb.com\\\/weblogs\\\/2012\\\/04\\\/25\\\/adwords-exact-match-and-phrase-match-changes-coming-in-may\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/www.mccordweb.com\\\/weblogs\\\/2012\\\/04\\\/25\\\/adwords-exact-match-and-phrase-match-changes-coming-in-may\\\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/www.mccordweb.com\\\/weblogs\\\/2012\\\/04\\\/25\\\/adwords-exact-match-and-phrase-match-changes-coming-in-may\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/www.mccordweb.com\\\/weblogs\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"AdWords Exact Match and Phrase Match Changes Coming in May\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/www.mccordweb.com\\\/weblogs\\\/#website\",\"url\":\"https:\\\/\\\/www.mccordweb.com\\\/weblogs\\\/\",\"name\":\"The Web Authority | McCord Web Services News\\\/Blog\",\"description\":\"Smart Digital Marketing, Real Business Results - McCord Web Services\",\"publisher\":{\"@id\":\"https:\\\/\\\/www.mccordweb.com\\\/weblogs\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/www.mccordweb.com\\\/weblogs\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/www.mccordweb.com\\\/weblogs\\\/#organization\",\"name\":\"McCord Web Services LLC\",\"url\":\"https:\\\/\\\/www.mccordweb.com\\\/weblogs\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/www.mccordweb.com\\\/weblogs\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/www.mccordweb.com\\\/weblogs\\\/wp-content\\\/uploads\\\/2025\\\/09\\\/McCord-Web-White-logo.png\",\"contentUrl\":\"https:\\\/\\\/www.mccordweb.com\\\/weblogs\\\/wp-content\\\/uploads\\\/2025\\\/09\\\/McCord-Web-White-logo.png\",\"width\":450,\"height\":203,\"caption\":\"McCord Web Services LLC\"},\"image\":{\"@id\":\"https:\\\/\\\/www.mccordweb.com\\\/weblogs\\\/#\\\/schema\\\/logo\\\/image\\\/\"},\"sameAs\":[\"https:\\\/\\\/www.facebook.com\\\/mccordweb\",\"https:\\\/\\\/x.com\\\/mccordweb\",\"https:\\\/\\\/www.instagram.com\\\/nancy_mccord\\\/\",\"https:\\\/\\\/www.linkedin.com\\\/in\\\/nancymccord\",\"https:\\\/\\\/www.youtube.com\\\/user\\\/mccordweb\"]},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/www.mccordweb.com\\\/weblogs\\\/#\\\/schema\\\/person\\\/7499f3ac0b008bc0e5b7a138ac1dc0ba\",\"name\":\"Nancy McCord\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/84f303fb7bc8bf9e3aa944d8a2b0913642ca2c0cb4e244d9bbea83c59dac189e?s=96&d=blank&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/84f303fb7bc8bf9e3aa944d8a2b0913642ca2c0cb4e244d9bbea83c59dac189e?s=96&d=blank&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/84f303fb7bc8bf9e3aa944d8a2b0913642ca2c0cb4e244d9bbea83c59dac189e?s=96&d=blank&r=g\",\"caption\":\"Nancy McCord\"},\"sameAs\":[\"http:\\\/\\\/www.mccordweb.com\"]}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"AdWords Exact Match and Phrase Match Changes Coming in May | The Web Authority","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.mccordweb.com\/weblogs\/2012\/04\/25\/adwords-exact-match-and-phrase-match-changes-coming-in-may\/","og_locale":"en_US","og_type":"article","og_title":"AdWords Exact Match and Phrase Match Changes Coming in May | The Web Authority","og_description":"AdWords announced this past week that in mid May they will be changing the way they use exact match and phrase match keywords for ad delivery. In the very near future, AdWords will imitate adCenter in using plurals and misspellings of words you have set with these selected match types in addition to the specific words and phrases. Google has stated that: &#8220;Starting in mid-May, phrase and exact match keywords will match close variants, including misspellings, singular\/plural forms, stemmings, accents and abbreviations. Based on our research and testing, we believe these changes will be broadly beneficial for users and advertisers.&#8221; You can read the full article and see some examples of this new behavior on the AdWords blog. As Google feels that they can identify the intent of a search from the query and search history, it makes sense to deliver ads to users when their is small variation and even though the specific keywords may not be in an advertisers keyword list. I consider this enhancement good news, and one of the things I particularly liked about Microsoft adCenter which supplies the pay per click ads for Bing and Yahoo. &nbsp;","og_url":"https:\/\/www.mccordweb.com\/weblogs\/2012\/04\/25\/adwords-exact-match-and-phrase-match-changes-coming-in-may\/","og_site_name":"The Web Authority","article_publisher":"https:\/\/www.facebook.com\/mccordweb","article_published_time":"2012-04-25T09:53:24+00:00","author":"Nancy McCord","twitter_card":"summary_large_image","twitter_creator":"@mccordweb","twitter_site":"@mccordweb","twitter_misc":{"Written by":"Nancy McCord","Est. reading time":"1 minute"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.mccordweb.com\/weblogs\/2012\/04\/25\/adwords-exact-match-and-phrase-match-changes-coming-in-may\/#article","isPartOf":{"@id":"https:\/\/www.mccordweb.com\/weblogs\/2012\/04\/25\/adwords-exact-match-and-phrase-match-changes-coming-in-may\/"},"author":{"name":"Nancy McCord","@id":"https:\/\/www.mccordweb.com\/weblogs\/#\/schema\/person\/7499f3ac0b008bc0e5b7a138ac1dc0ba"},"headline":"AdWords Exact Match and Phrase Match Changes Coming in May","datePublished":"2012-04-25T09:53:24+00:00","mainEntityOfPage":{"@id":"https:\/\/www.mccordweb.com\/weblogs\/2012\/04\/25\/adwords-exact-match-and-phrase-match-changes-coming-in-may\/"},"wordCount":203,"commentCount":0,"publisher":{"@id":"https:\/\/www.mccordweb.com\/weblogs\/#organization"},"keywords":["AdWords","Google AdWords"],"articleSection":["Google AdWords"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/www.mccordweb.com\/weblogs\/2012\/04\/25\/adwords-exact-match-and-phrase-match-changes-coming-in-may\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/www.mccordweb.com\/weblogs\/2012\/04\/25\/adwords-exact-match-and-phrase-match-changes-coming-in-may\/","url":"https:\/\/www.mccordweb.com\/weblogs\/2012\/04\/25\/adwords-exact-match-and-phrase-match-changes-coming-in-may\/","name":"AdWords Exact Match and Phrase Match Changes Coming in May | The Web Authority","isPartOf":{"@id":"https:\/\/www.mccordweb.com\/weblogs\/#website"},"datePublished":"2012-04-25T09:53:24+00:00","breadcrumb":{"@id":"https:\/\/www.mccordweb.com\/weblogs\/2012\/04\/25\/adwords-exact-match-and-phrase-match-changes-coming-in-may\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.mccordweb.com\/weblogs\/2012\/04\/25\/adwords-exact-match-and-phrase-match-changes-coming-in-may\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/www.mccordweb.com\/weblogs\/2012\/04\/25\/adwords-exact-match-and-phrase-match-changes-coming-in-may\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.mccordweb.com\/weblogs\/"},{"@type":"ListItem","position":2,"name":"AdWords Exact Match and Phrase Match Changes Coming in May"}]},{"@type":"WebSite","@id":"https:\/\/www.mccordweb.com\/weblogs\/#website","url":"https:\/\/www.mccordweb.com\/weblogs\/","name":"The Web Authority | McCord Web Services News\/Blog","description":"Smart Digital Marketing, Real Business Results - McCord Web Services","publisher":{"@id":"https:\/\/www.mccordweb.com\/weblogs\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.mccordweb.com\/weblogs\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/www.mccordweb.com\/weblogs\/#organization","name":"McCord Web Services LLC","url":"https:\/\/www.mccordweb.com\/weblogs\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.mccordweb.com\/weblogs\/#\/schema\/logo\/image\/","url":"https:\/\/www.mccordweb.com\/weblogs\/wp-content\/uploads\/2025\/09\/McCord-Web-White-logo.png","contentUrl":"https:\/\/www.mccordweb.com\/weblogs\/wp-content\/uploads\/2025\/09\/McCord-Web-White-logo.png","width":450,"height":203,"caption":"McCord Web Services LLC"},"image":{"@id":"https:\/\/www.mccordweb.com\/weblogs\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/mccordweb","https:\/\/x.com\/mccordweb","https:\/\/www.instagram.com\/nancy_mccord\/","https:\/\/www.linkedin.com\/in\/nancymccord","https:\/\/www.youtube.com\/user\/mccordweb"]},{"@type":"Person","@id":"https:\/\/www.mccordweb.com\/weblogs\/#\/schema\/person\/7499f3ac0b008bc0e5b7a138ac1dc0ba","name":"Nancy McCord","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/secure.gravatar.com\/avatar\/84f303fb7bc8bf9e3aa944d8a2b0913642ca2c0cb4e244d9bbea83c59dac189e?s=96&d=blank&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/84f303fb7bc8bf9e3aa944d8a2b0913642ca2c0cb4e244d9bbea83c59dac189e?s=96&d=blank&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/84f303fb7bc8bf9e3aa944d8a2b0913642ca2c0cb4e244d9bbea83c59dac189e?s=96&d=blank&r=g","caption":"Nancy McCord"},"sameAs":["http:\/\/www.mccordweb.com"]}]}},"_links":{"self":[{"href":"https:\/\/www.mccordweb.com\/weblogs\/wp-json\/wp\/v2\/posts\/2787","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.mccordweb.com\/weblogs\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.mccordweb.com\/weblogs\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.mccordweb.com\/weblogs\/wp-json\/wp\/v2\/users\/5"}],"replies":[{"embeddable":true,"href":"https:\/\/www.mccordweb.com\/weblogs\/wp-json\/wp\/v2\/comments?post=2787"}],"version-history":[{"count":1,"href":"https:\/\/www.mccordweb.com\/weblogs\/wp-json\/wp\/v2\/posts\/2787\/revisions"}],"predecessor-version":[{"id":2788,"href":"https:\/\/www.mccordweb.com\/weblogs\/wp-json\/wp\/v2\/posts\/2787\/revisions\/2788"}],"wp:attachment":[{"href":"https:\/\/www.mccordweb.com\/weblogs\/wp-json\/wp\/v2\/media?parent=2787"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.mccordweb.com\/weblogs\/wp-json\/wp\/v2\/categories?post=2787"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.mccordweb.com\/weblogs\/wp-json\/wp\/v2\/tags?post=2787"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}