Google Ads Exact Match Loosened Up A Bit

Some users are noticing that Google is taking more liberties in the queries they’re allowing for Exact Match to show for.

This comes from this help document that shows this graphic where Google shows examples of exact match, saying “Ads may show on searches that are the same meaning or same intent as the keyword. Of the three keyword matching options, exact match gives you the most control over who sees your ad. Exact match is designated with brackets, such as [red shoe]. Below is an example of how exact match will work:”