Google replaces “Exact Match” with “Close Variant”. What does it mean?

By |March 28th, 2017|

Last Friday, Google announced a further update on close variants for keyword matching. In the coming months, the close variant model will be expanded to include more rewording and reordering of exact match keywords. According to Google, this launch is aimed to help advertisers connect with their users more easily by maximising impressions to more [...]