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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.