Source: Search Engine Roundtable by barry@rustybrick.com (Barry Schwartz). Read the original article
TL;DR Summary of Google’s Exact Match Ads Policy Update in AI Overviews
Google has updated its policy on exact match keywords in AI Overviews, clarifying that exact match keywords are no longer eligible to trigger ads within these AI-generated summaries. Previously, exact match types could show ads, but now only broad match keywords can trigger ads in AI Overviews. This change means exact match keywords do not compete with broad match keywords for ad placements in this context.
Optimixed’s Overview: How Google’s AI Overview Ad Policies Impact Keyword Match Types
Recent Changes to Google Ads Keyword Eligibility in AI Overviews
Google has refined the way ads are shown in AI Overviews, specifically concerning the eligibility of keyword match types. This update was confirmed by Ginny Marvin, the Google Ads Liaison, in December 2025, signaling a shift from the previous policy stated in May 2025.
Key Details of the Update
- Exact match keywords are now ineligible to trigger ads directly within AI Overview sections.
- Broad match keywords remain eligible and can trigger ads even if the same keyword appears as an exact match elsewhere.
- This change means exact match keywords no longer compete with broad match keywords for ad placements in AI Overviews.
- Advertisers should adjust their campaign strategies accordingly, focusing on broad match keywords for visibility in AI-generated content.
Implications for Advertisers
Advertisers need to be aware that the presence of an exact match keyword will not block a broad match keyword from triggering an ad in AI Overviews. This affects bidding strategies and keyword prioritization, making broad match keywords more critical for ad visibility in these new AI-driven ad placements.
