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google Seems to be Turning Up the Exact match (close variant)

     
11:04 pm on Jan 7, 2019 (gmt 0)

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google Ads is getting to be unmanageable. Looking at one of our [exact match] keywords today, almost 50% of imp, clicks, and spend were on "Exact match (close variant)" searches.
8:21 pm on Jan 8, 2019 (gmt 0)

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Driving down the road towards zero keywords... you know, to better enable unsophisticated advertisers... whose other biz facets (price, service, support, returns, documentation, web security, etc) are all unsoph too... meh.
7:32 am on Jan 23, 2019 (gmt 0)

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I have noticed the same thing. I have also seen a huge increase in less related search terms since December. One of the profitable campaigns I run targets more generic keyword phrases and it is matched with a very long list of negative keywords, which is updated monthly. This works very well in securing clicks on search terms my competitors do not bid on, but since December there has been a big increase of search terms obviously not related, this has always happened but not in this number. Looks like a broadening of what Google considers relevant.
12:08 am on Jan 27, 2019 (gmt 0)

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Which will influence one to reduce bids.

If my grocery store made me buy some wine (I don't drink wine) whenever I try to buy beer (I love beer), I'd buy far less beer+wine (or I'd shop elsewhere).
12:13 am on Jan 27, 2019 (gmt 0)

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The people who are indecisive about which they like, seem to be the desired shoppers for this grocery store.

Not sure why they're desired, it's an auction, there's limited supply, all you'll do is get beer lovers to pay less, and wine lovers to pay less... those who don't discriminate, will never bid what an enthusiast would for each.
12:23 am on Jan 27, 2019 (gmt 0)

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G confuses me on this quest they're on. For years, they said we should use rifles. Now, they're banning rifles, and saying we must use shotguns. They're actually turning my rifle into a shotgun, but quality score will still punish me for being less relevant?

No more darts Pat, we're going to make it easier for you, your darts are now oblong bricks, but we're still playing with a dart board, so good luck being precise with these awkward bricks buddy.
Can I have my darts stay as darts?
No Pat, that's too hard for you, we're making it easier for you, enjoy the bricks. Ha.