Exact match keywords began matching queries with the same meaning, not just the same words

Exact match expanded beyond misspellings, plurals and function words to cover implied words, paraphrases and other queries sharing the keyword's intent, so [yosemite camping] could match 'yosemite campground'. The rollout covered English through October 2018 with other languages to follow, and Google estimated about 3% more clicks and conversions.