In April 2017, I wrote about a change to AdWords — now Google Ads — affecting exact match keywords that made them, well, less exact.

The change had three components:

Function words such as “in,” “a,” “the,” and “to” could be ignored by Google in queries or in the exact match keywords inside of Google Ads;

Function words in the query could be changed by Google;

Word order could be changed by Google as long as it “doesn’t affect the meaning.”

I was not a fan of the change then.

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