A keyword setting that allows your ad to show only when someone searches for your keyword or close variants of your keyword. Close variants may include:
- Singular or plural forms
- Stemmings (for example, floor and flooring)
- Reordered words with the same meaning (for example, [shoes mens] and [mens shoes])
- Addition or removal of function words. Function words are prepositions (like in or to), conjunctions (like for or but), articles (like a or the) and other words that don’t impact the intent of a search. For example, [shoes for men] is a close variant of [men shoes] with the function word 'for' removed.
- Implied words (for example, if your exact match keyword is [daydream vr headset], your ads may show on searches for 'daydream headset' since 'vr' is implied)
- Synonyms and paraphrases (for example, if your exact match keyword is [bathing suits], ads may also show on searches for 'swimming suits')
- Same search intent (for example, if your exact match keyword is [images royalty free], ads may also show on searches for 'free copyright images')
Whether someone is searching for 'running shoes' or 'shoes for running', what they want remains the same – they’re looking for running shoes. Close variants of exact match keywords help you connect with people who are looking for your business – despite slight variations in the way they search – and reduce the need to build out exhaustive keyword lists to reach these customers.