Before, Google’s exact match keyword targeting use to mean only one thing – the keyword had to match exactly whatever query the searcher used. But then, we saw close variants come into play. Once this happened, the definition began to morph over the last few years. First, the inclusion of plurals, misspellings and other similar variants came in 2014, and then, in 2017, different word order and function words took hold.
Now, lets welcome the third phase.
On September 6, Google announced another change to what are considered close variants of an exact match keyword. This change includes variations that share the same meaning as the keyword, including paraphrases and implied words. No longer are the exact words the sole trigger for your ads to show on exact match keywords.
According to Google, the key is that the meaning and intent of the query match the keyword.