Google is making a big change to exact match keyword targeting in AdWords

Ads may trigger when searchers use different word order and function words as Google broadens its definition of close variants.

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From http://feeds.marketingland.com/~r/mktingland/~3/RwFxoBmqbUo/google-adwords-exact-match-targeting-change-close-variants-209621

source https://jessicaevieblog.wordpress.com/2017/03/20/google-is-making-a-big-change-to-exact-match-keyword-targeting-in-adwords/