Today the keyword [Rat Extermination] was considered a “close variant” for “how to get rid of rat”

[happyoutlet]

First time?

[Lukinzz]

Exact is dead.

[MattyAds]

Well only 60% of the time because 40% of the queries won’t be recorded in the STR 🙂

[IWantEverything]

[+”exact”] match

[roffad]

I block all “informational” searches to prevent these garbages clicks

[Frantasmo]

Phrase is more exact these days than exact match smh

[PaidSearchCoach]

Frederick Vallaeys recently wrote a post on SEJ related to this: [Google Phrase Match: Everything You Need to Know](https://www.searchenginejournal.com/google-phrase-match-guide/410514/#close)

TL;DR: *Meaning has replaced keywords.*

* **Exact** match: Show an ad only when the query ***has*** **the same meaning** as the keyword; extra words can be added to the query if it doesn’t change the meaning of the keyword.
* **Phrase** match: Show an ad when the query ***includes*** **the same meaning** as the keyword; the meaning of the keyword needs to be part of the query — but there can be additional text in the query.
* **Broad** match: Show an ad when the query **relates to the keyword**; can now show ads for related searches, even if their meaning is different.

[ppc-hero]

Do you mean the search query?