Google announced another change to the way exact match targeting works in AdWords. Matching for close variants — plurals, typos, abbreviations, adverbs and so on — will be broadened to include variations in word order and function words in the coming months. Initially, this will impact English and Spanish keywords only.
With this expansion of close variants, you’ll no longer have to build and maintain lists of reworded and reordered exact match keywords to get the coverage you want.
Re-wording and ignoring function words
Function words are the only words that will be ignored. This should only happen when it won’t change the meaning of your keyword. It’s got smarts built into it so the “to” in “flights to new york” would not be ignored because a “flight from new york” is not the same as a “flight to new york.”
Same meaning, different order
Two keywords can share the same meaning, even if the word order is slightly different. In this case, the keyword [SFO to JFK] shouldn’t match to the query “JFK to SFO” because the destination is different.