In case you haven’t heard, Google has determined to ignore function words and word order for exact match keywords. If you just desire to know how to secure this travesty, then scroll to the stopgap solution section which will mechanically adjoin so-called “close alternative” as negative keywords. If you want to hear rage about Google’s astonishingly foolish behavior, then read on… Rant A few years ago (2014), Google abolish advertisers’ ability to keep out close variants as part of “exact match,” and they got missing with it. People were angry. The industry suffered a blow. But people slowly moved on. Now they’re messing with accurate match again, but this time they’ve disappeared too far. In the fresh exact match universe, an “exact match” can comprise close alternative of the keywords and be able to include the same words, but in an completely different order. Google is denying the significance of syntax, at the expenditure of the industry and, eventually, itself. To explain, not all syntactic difference of the same set of words will match. Google’s machine learning algorithm will, to various extents, avoid matches where the word order changes the meaning.
To get back control of your exact keywords, construct a new Script in AdWords and copy in the code below. Then, adjust the settings below as suitable for your situation.
Campaign Name Contains is used to filter the campaigns the script looks at. If you merely want the script to appear at campaigns that encompass certain words or phrases in the names, put those words or phrases in the square brackets, in double quotes and separated with commas. For example, if campaign Name Contains is [“Brand”, “Generic”] then only campaigns with names containing “brand” or “generic” are included.
Campaign Name Does Not Contain is the same, but for words or phrases in the names of campaigns you want the script to ignore. For example if campaign Name Does Not Contain is [“Misspellings”, “Competitor”] then any campaigns with names containing “misspellings” or “competitor” are ignored.
Campaign Name Contains and campaign Name Does Not Contain are not case-sensitive.
Leave them blank, [], to cover all campaigns.
If you require to put a double quote into the text of the campaign name for moreover changeable, put a backslash before it.
If make Changes is accurate, then the script will generate the negatives for you. If you’d rather immediately check from beginning to end the negatives before making changes, you can set it to false.
Email Addresses is somewhere you put your email address, if you want to be sent a CSV of the original negatives (or the negatives that would be made, if make Changes is false).
