Google has announced a new update to Google Ads in which they are changing the meaning of exact match keywords and their close variants. Whilst the match type already matches keywords to close variants, this change will begin to include variations that share the same meaning, implied words and paraphrases instead of only the specific words. Google will use machine-based learning to match your current exact match keywords to additional search queries. How these changes
It’s been just under a week since the FIFA World Cup in Russia has started, which according to GlobalWebIndex is watched by 47%, thus almost half of the world’s online population. And as football World Cups are regarded as the most watched sports events, the promising marketing possibilities arising from this huge audience are the reason why this year’s tournament is partly responsible for global spend on advertising forecasted to grow by 5.2% to $535bn