Bidding on [exact match keywords] and think you’re in control?
You’re not.
Google quietly decided that ‘intent’ matters more than syntax. So your [brackets] are no longer a guarantee.
Here’s what may actually be happening in your Search Terms Report right now:
- Bidding on [project management software] and showing up for “free project management tools.”
- Bidding on [email marketing platform] and triggering for “Mailchimp vs Klaviyo.”
- Bidding on [running shoes] and paying for “how to break in new shoes.”
Close enough that Google can defend it. Far enough to bleed your budget.
The brackets are still there, but the protection isn’t.
Audit your Search Terms Report weekly. Build your negative keyword list to protect your margins.
[exact match] isn’t always exact anymore.
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This post is part of my Google Ads Operator Playbook — Note 4 of 24 note on what’s working in Google Ads. I also cover Meta, Pinterest, and AppLovin if those are on your radar.
#googleads #pmax #dtcmarketing #paidmedia