As previously mentioned, AdWords now supports new matching behavior for exact and phrase match keywords. Support was added in v201109_1 that allows toggling of this setting. In order to better support reporting on the performance of this new feature, the Search Query Performance Report will gain a new field, MatchTypeWithVariant, which will now return two additional enum values in addition to the existing values of the MatchType field (enum values / display values):
NEAR_EXACT / exact (close variant)
NEAR_PHRASE / phrase (close variant)
The existing MatchType field will continue to return only the values it does today. This means that a value th ... Read More
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