No More Phrase and Exact Keyword Match in AdWords

Holy smokes! Google has effectively killed off both the Exact and Phrase keyword match types in AdWords.

While the keyword match types will still exist, starting in September, AdWords is redefining the definition of how keywords set to phrase and exact keyword match type will trigger search ads by applying close variant keyword matching. Meaning, your keywords will also trigger for misspellings, singular/plural forms, stemmings, accents, acronyms and abbreviations of the keywords that you specify.

No More Phrase and Exact Keyword Match in AdWords