Exact match can also match to search queries that are minor variations of the keyword, or ‘close variants’.

The statement is True because Exact match in Microsoft Advertising can also match to search queries that are minor variations of the keyword, known as close variants. In addition to the exact keyword itself, close variants can include slight differences such as misspellings, singular or plural forms, abbreviations, or different word orders that convey the same meaning. This flexibility allows advertisers to capture a wider range of relevant search queries while still maintaining a high degree of precision in targeting. For example, if the exact match keyword is "running shoes," a close variant might be "run shoes" or "running shoe," and the ad could still appear for those searches. The introduction of close variants in exact match keywords enhances ad relevance without the need for advertisers to create multiple variations of the same keyword, making the targeting more efficient while still focusing on precise user intent.