How exact is [EXACT] match on Google? And what is a ‘Close variant’?👇
The problem we see is that the variants Google serves on your exact match keywords transfer away from the intent you desire. So yes, they’re similar (ish), but the thought behind the query will often shift from purchase intent to research.

EXAMPLE: [website conversion optimisation] …will also generate the following Search Terms:

Conversion optimisation
cro optimisation
Content rate optimisation
Conversion boosting
Conversion optimisation services
Conversion based optimisation
Conversion optimisation strategy
Improve website optimisation
Increase online conversion
Optimize conversions
And many more….

❗So what’s the solution?

1️⃣ Max Conversions (using MQL or pipeline data if you’re B2B)

B2C – Use conversion value to drive higher-value conversions
B2B – Use Hubspot/Salesforce/CRM data to feed Google with pipeline-based conversion data and use this as your primary conversion (offline conversions)

2️⃣ DAILY Negative keywords

If your account is spending more than 10k per month on search, make sure you’re looking at Search Terms to exclude daily – especially when first launching a campaign

3️⃣ Go with the flow!

As PPC marketers we’re being pushed more and more towards broad match as a strategy. The power of exact match is becoming weaker and weaker. You need to be experimenting with phrase and broad match (if your budgets allow it!) but points and are crucial to making them work.

4️⃣ Fewer campaigns & less segmentation

Strip your campaigns down so Google can get more data into a single campaign. The benefit of fewer campaigns also means you are not slicing your budget too thinly across multiple places.
If you’re in a marketing where CPCs are partially high (+$15) then this is even more important