What has changed is that SKAGs now have to be handled a bit more like non-SKAGs, because the exact keyword can suddenly show ads for a wider variety of queries than before. Advertisers can control which ad will be shown for a particular query by adding that query as an exact Industry Email List match keyword in a SKAG, but they cannot control which additional close variations that same ad can now also be triggered for without adding many words negative keys. Query handling process that previously only applied to broad, modified, and phrase match keyword sinew equally important for exact match keywords in single keyword ad groups.
Query management in a world close to variants The reason Google offers so many match types is because they know it's nearly impossible for Industry Email List advertisers to guess all the unique ways users will phrase queries, even when they're looking for the same thing. Providing only exact match keywords would lead to many missed Industry Email List advertising opportunities. Google has stated since 2003 that 15% of queries are unique and they reaffirmed this statistic with Industry Email List data from May 2019. This statistic doesn't really mean what you might think though; 2019 statistic says that every day 15% of queries happen only once. In the past, this stat applied to longer time windows, sometimes 90 days .
So there are actually fewer unique searches now than in the past and it may have something to do with autocomplete, but that's a whole different topic. Ultimately, this Industry Email List is still an important stat because even if you could add all possible keywords to your account, some keywords would be disabled for low search volume. And some advertisers would run into keyword limits for their accounts. Whether we like it or not, therefore, everyone has to rely to some Industry Email List degree on Google's algorithms to serve ads for all relevant searches. But that doesn't mean advertisers should stop managing