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UN chief says it’s time to ‘truly flood’ Gaza with aid and calls starvation there an outrage

United Nations Secretary-General Antonio Guterres looks on at Al Arish Airport, after visiting the Rafah border crossing between Egypt and the Gaza Strip, as Egyptian Red Crescent members coordinate aid for Gaza, in Egypt, March 23, 2024.
| Photo Credit: Reuters

U.N. Secretary-General António Guterres stood near a long line of waiting trucks Saturday and declared it was time to “truly flood Gaza with lifesaving aid,” calling the starvation inside the enclave a “moral outrage.” He urged an immediate cease-fire between Israel and Hamas.

Mr. Guterres spoke on the Egyptian side of the border not far from the southern Gaza city of Rafah, where Israel plans to launch a ground assault despite widespread warnings of a potential catastrophe. More than half of Gaza’s population has taken refuge there.

“Any further onslaught will make things even worse — worse for Palestinian civilians, worse for hostages and worse for all people in the region,” Mr. Guterres said.

He spoke a day after the U.N. Security Council failed to reach consensus on the wording of a U.S.-sponsored resolution supporting “an immediate and sustained cease-fire.”

Mr. Guterres repeatedly noted the difficulties of getting aid into Gaza, for which international aid agencies have largely blamed Israel.

“Here from this crossing, we see the heartbreak and heartlessness … a long line of blocked relief trucks on one side of the gates, the long shadow of starvation on the other,” he said.

About 7,000 aid trucks are waiting in Egypt’s North Sinai province to enter Gaza, Gov. Mohammed Abdel-Fadeil Shousha said in a statement.

Mr. Guterres added: “It is time for an ironclad commitment by Israel for total … access for humanitarian goods to Gaza, and in the Ramadan spirit of compassion, it is also time for the immediate release of all hostages.” He later told journalists that a humanitarian cease-fire and hostage release should occur at the same time.

Hamas is believed to be holding around 100 hostages as well as the remains of 30 others taken in its Oct. 7 attack that killed about 1,200 people, mostly civilians, and sparked the war.

When asked about Mr. Guterres’ comments, the office of Israeli Prime Minister Benjamin Netanyahu referred to a social media post by Foreign Minister Israel Katz accusing the U.N. chief of allowing the world body to become “antisemitic and anti-Israeli.”

An estimated 1.5 million Palestinians now shelter in Rafah after fleeing Israel’s offensive elsewhere.

U.S. Secretary of State Antony Blinken on Thursday said an Israeli ground assault on Rafah would be “a mistake” and unnecessary in defeating Hamas. That marked a shift in the position for the United States, whose officials have concluded there is no credible way for getting civilians out of harm’s way.

Mr. Netanyahu has vowed to press forward with military-approved plans for the offensive, which he has said is crucial to achieving the stated aim of destroying Hamas. The military has said Rafah is Hamas’ last major stronghold and ground forces must target four battalions remaining there.

Again on Saturday night, Israelis protested in Tel Aviv and Jerusalem against Netanyahu and the government amid fears that surviving hostages held in Gaza are in ever-worsening conditions months into the war.

Israel’s invasion has killed more than 32,000 people, according to Gaza health officials, while leaving much of the enclave in ruins and displacing some 80% of the enclave’s 2.3 million people. Gaza’s Health Ministry said Saturday that the bodies of 72 people killed had been brought to hospitals in the past 24 hours.

The Health Ministry doesn’t differentiate between civilians and combatants, but has said women and children make up the majority of the dead. Israel blames Hamas for civilian deaths and accuses it of operating within residential areas.

Fighting raged Saturday around Gaza’s largest hospital. Israel’s military says it has killed more than 170 militants in Shifa hospital since its raid began Monday, and the commanding officer of the Southern Command, Yaron Finkelman, on Friday said “we will finish this operation only when the last terrorist is in our hands.”

Nearby Gaza City residents told The Associated Press that Israeli troops had blown up several residential buildings.

“They are emptying the whole area,” said Abdel-Hay Saad, who lives on the western edge of Gaza City’s Rimal neighborhood. Another resident, Mohammed al-Sheikh, said that intense Israeli bombardment was “hitting anything moving.”

Associated Press footage showed columns of smoke billowing over the hospital area.

The Health Ministry said five wounded Palestinians trapped at Shifa had died without food, water, medical services. It previously said Israel’s military had detained health workers, patients and relatives inside the complex. The military claimed it wasn’t harming civilians, patients or workers.

“These conditions are utterly inhumane,” the World Health Organization’s director-general, Tedros Adhanom Ghebreyesus, said on social media late Friday,

Elsewhere, an older woman and five children were killed overnight in an Israeli airstrike on an area between Rafah and Khan Younis, health authorities said.

Hunger has become deadly, too. The U.N. and Israel’s government again traded allegations over the lack of aid delivery to northern Gaza, the first target of Israel’s offensive in the war and where anguished parents have reported watching children scavenge for bread in the rubble.

The U.N. agency for Palestinian refugees — “the backbone of assistance in Gaza,” Mr. Guterres said — said Israel had again denied permission for an aid convoy to deliver to northern Gaza. The agency, known as UNRWA, said that two months have passed since a convoy could reach there.

Israel’s government replied by contending again that hundreds of aid trucks are waiting for the U.N. and partners to distribute it.

“No time for misinformation. Enough,” UNRWA’s communications director, Juliette Touma, told AP in response.

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The Hindu Morning Digest, March 24, 2024

Congress names Digvijaya Singh from Rajgarh in Madhya Pradesh, Ajay Rai from PM Modi’s Varanasi seat in fourth list

The Congress on Saturday announced 45 names in its fourth list of candidates for the Lok Sabha polls while one seat for the Rashtriya Loktantrik Party (RLP) in Rajasthan. Former Madhya Pradesh Chief Minister Digvijaya Singh will contest the Rajgarh seat in the State while Uttar Pradesh Congress chief Ajay Rai has been fielded from Prime Minister Narendra Modi’s seat of Varanasi. Chhattisgarh Congress chief and sitting member from Bastar, Deepak Baij, has been dropped as the party named Kawasi Lakhma from the seat.

Electoral bonds linked to project clearances by BRS government in Telangana

The purchase of electoral bonds and subsequent encashment by the then ruling party in Telangana, the Bharat Rashtra Samithi (BRS), seemed to be closely linked to the award of contracts and opening of new units by donor companies, if the report submitted to the Election Commission (EC) is to be believed .In Telangana, the BRS encashed the bonds donated by IRB Infra, which were purchased a few weeks after the Outer Ring Road (ORR) contract was awarded to the company. The BRS government gave a Letter of Acceptance (LoA) to IRB Infra on April 27, 2023, leasing out the ORR for 30 years for maintenance.

BJP made ‘bribes’ legal via electoral bonds: Congress

Alleging that the electoral bond (EB) scheme ensured that “prepaid, postpaid, and post-raid bribes” could be routed through regular banking channels, the Congress on March 23 reiterated its demand for a Supreme Court-monitored investigation into the scheme .Addressing a press conference at party headquarters, Congress general secretary Jairam Ramesh said that an analysis of recently published State Bank of India (SBI) data has revealed that 38 corporate groups received 179 government contracts and projects worth ₹3.8 lakh crore after donating electoral bonds to the BJP.

AAP raises concern with CEC as Delhi Police block party office

Alleging that the Delhi police have blocked all routes to the Aam Aadmi Party’s office in the national capital after the arrest of the party’s national convenor and Delhi Chief Minister Arvind Kejriwal, the AAP wrote to Chief Election Commissioner Rajiv Kumar on March 23 seeking a meeting to present their urgent grievances.

Winter lacks bite in Munnar as frost gives the hill station a miss this year

Munnar, the hill station famed for its misty mornings from December to February, has deviated from its usual winter pattern this year. Officials say winter was marked by a total lack of frost, a first in the past two decades, which is unprecedented .Data from the United Planters Association of South India tea research centre in Munnar show that no sub-zero temperature was reported this year in Munnar town. “The lowest recorded temperature was 2°C on January 18 and 19 at Silent Valley Estate under Kanan Devan Plantations in Munnar. “This year, there was an absence of frosty conditions in Munnar compared to the past 20 years,” says a source.

Nitish shortlists JD(U) candidates for 16 seats in Bihar, many of them are sitting MPs

With the first phase of the upcoming Lok Sabha election less than a month away, National Democratic Alliance (NDA) ally, the Janata Dal-United (JD-U), has shortlisted candidates for its 16 constituencies in Bihar based on seat-sharing within the alliance. Barring a few seats, party president and Chief Minister Nitish Kumar, it is said, has opted to repeat several candidates.

Now, Karnataka knocks on Supreme Court’s door seeking drought relief from Centre

As repeated appeals seeking funds under the National Disaster Response Fund (NDRF) from the Centre have not yielded results, the Congress government in Karnataka has filed a petition in the Supreme Court against the Union government for denying financial assistance for drought management in the State .The move is expected to trigger a fresh political debate in the run-up to the two-phase Lok Sabha elections in the State. Earlier too, Karnataka raised the issue of “discrimination” by the Centre in devolution of funds, clearances to projects and financial assistance for schemes.

2024 Lok Sabha election | Prakash Ambedkar remains ambivalent over MVA tie-up; will clear stand on March 26

Continuing to maintain an ambivalent stance towards forging an alliance with the Opposition Maha Vikas Aghadi, Vanchit Bahujan Aghadi (VBA) president Prakash Ambedkar on Saturday said his party would announce its decision on March 26 on whether it would contest the Lok Sabha election independently or go along with the MVA. Mr. Ambedkar again claimed that the MVA parties (which include Uddhav Thackeray’s Shiv Sena UBT, the Congress, and Sharad Pawar’s NCP-SP) had yet to resolve their seat-sharing problems and that it was wrong to point fingers at the VBA for acting as a roadblock in seat-sharing discussions.

2024 Lok Sabha election: U.P. BJP to depute minority party workers to counter ‘bogus’ voting

In a first of its kind move, the Uttar Pradesh wing of the Bharatiya Janata Party (BJP) will depute women members from the Muslim community as agents on minority dominant polling booths to keep a check on bogus voters for the upcoming Lok Sabha election. The BJP Minority Morcha, which planned this initiative, said the focus will be on parts of Western U.P. from where the party claims to have received reports of bogus voting in previous elections. 

IPL-17: KKR vs SRH | Russell, Salt fifties carry KKR to four-run win over SRH despite Klaasen’s heroics

Andre Russel’s all-round effort headlined Kolkata Knight Riders’ sweaty four-run win over Sunrisers Hyderabad in their IPL match here on Saturday .Russell’s brutal unbeaten 64 off 25 balls with three fours and seven sixes and Phil Salt’s more pragmatic 54 off 40 balls guided KKR to 208 for seven. Left-arm pacer T Natarajan was their most successful bowler with a three-wicket haul (3/32). At several points, SRH threatened to chase 208 down, particularly when Heinrich Klaasen (63, 29b, 8x6s) went berserk in the backend of the innings.

Hong Kong lawmakers pass new national security law, giving government more power to curb dissent

Hong Kong lawmakers passed a new national security law on Tuesday that grants the government more power to quash dissent, widely seen as the latest step in a sweeping political crackdown that was triggered by pro-democracy protests in 2019. The legislature passed the Safeguarding National Security Law during a special session Tuesday. It comes on top of a similar law imposed by Beijing four years ago, which has already largely silenced opposition voices in the financial hub.

BJP ends alliance with SKM; to contest Lok Sabha, Assembly polls in Sikkim alone

The BJP on March 23 called off its alliance with the ruling Sikkim Krantikari Morcha (SKM) and announced that the party would go alone in the simultaneous Lok Sabha and Assembly elections in the Himalayan State. The SKM, on the other hand, did not rule out the possibility of a post-poll alliance with the BJP on the lines of a similar arrangement made after the 2019 polls. The announcement to fight the upcoming polls alone was made by State BJP president D.R. Thapa, who returned to Sikkim after attending a meeting with the party’s central leadership in Delhi on seat-sharing with SKM.

Israel says 170 Gaza gunmen killed in hospital raid

Israeli forces fighting in Gaza have killed more than 170 gunmen during their days-long raid at the Palestinian enclave’s main hospital, the military said on Saturday .Israeli troops entered Al Shifa Hospital in Gaza City in the early hours of March 18 morning and have been combing through the sprawling complex, which the military says is connected to a tunnel network used as a base for Hamas and other Palestinian fighters. “Thus far, the forces eliminated more than 170 terrorists in the area of the hospital, questioned over 800 suspects, and located numerous weapons and terror infrastructure,” the military said.

Kejriwal seeks police officer’s removal from security; court orders for CCTV camera footage to be preserved

A local court has directed authorities to preserve CCTV camera footage on a plea filed by Delhi Chief Minister Arvind Kejriwal, seeking the removal of a Delhi Police officer deployed for security in the court for alleged misconduct .“Application has been filed on behalf of the accused [Kejriwal] stating that the security staff/in-charge responsible for bringing him for production before the court, namely ACP [Assistant Commissioner of Police] A.K. Singh, is unnecessarily harsh and mishandled the people around the courtroom,” Special Judge Kaveri Baweja noted.

2024 General elections | These are the Lok Sabha constituencies, Assemblies going to polls in Phase 1

The 2024 Lok Sabha Elections, which are set to commence from April 19, will see the country vote in seven phases as simultaneous elections also take place for four State Assemblies — Andhra Pradesh, Odisha, Sikkim, and Arunachal Pradesh .A total of 102 Parliamentary constituencies in 21 States and Union Territories (UTs) will go to the polls in the first phase on April 19. The last date of nominations in Phase 1 for all 20 States and UTs other than Bihar is March 27. For Bihar, it is March 28 due to a festival.

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How bad is the humanitarian crisis in Gaza? | Explained

Humanitarian aid parcels attached to parachutes are airdropped from a military aircraft over the Gaza Strip on March 21, 2024.
| Photo Credit: AFP

The story so far: As Israel’s war on Gaza is reaching its sixth month, the Palestinian enclave has become the world’s “largest open-air graveyard”, as the EU’s foreign policy chief Josep Borrell put it. The U.N. has warned that a famine in the tiny strip of land with 2.3 million people is “imminent”. Despite growing international calls for a ceasefire, the government of Prime Minister Benjamin Netanyahu vows that it would continue its military operation until “Hamas is dismantled”.

What is the situation in Gaza?

The war, which started after Hamas’s October 7, 2023 attacks in Israel in which at least 1,200 people were killed, has already destroyed much of Gaza and pushed most of the enclave’s population to the southern town of Rafah. According to Gaza’s health authorities, the over five months of Israeli attacks has killed at least 32,000 Palestinians, a vast majority of them women and children. More than 74,000 people have been injured. Gaza lacks enough hospitals, medical professionals, medicines, clean water and other healthcare facilities to treat the wounded. “We see patients trying to recover from life-saving surgeries and losses of limbs, or sick with cancer or diabetes, mothers who have just given birth, or newborn babies, all suffering from hunger and the diseases that stalk it,” the World Health Organization (WHO) said.

Most of the internally displaced people, roughly two million, are living in make-shift camps in the south. According to the UN, at the schools that shelter refugees, each toilet and shower are shared by hundreds of people. Diseases associated with poor sanitation such as hepatitis A, diarrhoea and other infections are rampant. As per the latest report from the Integrated Food Security Phase Classification (IPC), the situation in Gaza is “catastrophic”. Before the war, there was enough food in Gaza to feed its population and malnutrition was rare. Now, “over a million people are expected to face catastrophic hunger unless significantly more food is allowed to enter Gaza,” WHO Director- General Tedros Adhanom Ghebreyesus said.

Why is there a severe hunger crisis?

The IPC report states that Gaza is now experiencing the most severe hunger crisis anywhere in the world. If before October 7, 0.8% of children under five were acutely malnourished, that figure went up to 12.4% to 16.5% in February. Gaza needs an immediate increase in supplies of food, water and other essential supplies, it said. Children are dying from the combined effects of malnutrition and disease. And the situation has gradually worsened over the past five months. If the percentage of Gaza’s population experiencing famine was roughly 30% in February, it went up to 50% by mid-March. In northern Gaza alone, at least 27 Palestinians, mostly children, have died due to malnutrition and dehydration, according to authorities. The north, where around 3,00,000 people are still living, has been mostly cut off from supplies as Israel has sealed off the border (except one checkpoint that was opened). Most of the aid that enters Gaza passes through two checkpoints in the south.

Experts usually look at three criteria to determine a famine — extreme lack of access to food, high levels of acute malnutrition and child deaths. Northern Gaza is already facing extreme lack of access to food and malnutrition levels and child deaths are steadily on the rise, which prompted the U.N. and several global powers to issue urgent calls for a ceasefire and more supplies for Gaza’s population.

What led Gaza to the brink?

Before October 7, around 600 trucks entered Gaza daily, of which roughly 150 carried food. Since then, Gaza’s economy has been destroyed by the war. According to the U.N.’s Food and Agriculture Organization, half of croplands in the north, the breadbasket of the Strip, had been damaged in the war. Israel’s incessant bombing has also damaged Gaza city’s port, which practically destroyed the fishing sector, a major source of income for Gazans. Government institutions are not working and construction and other activities came to a grinding halt. This pushed almost all of the population to be dependent on aid, which means the demand for supplies went up many times. But the average number of trucks entering Gaza has come down from 600 in October to 200 today, according to the U.N., which accentuated the crisis that was already unfolding because of the destruction of Gaza’s economy. In February-end, Israel forces opened fire at a crowd that had gathered near an aid convoy, triggering a stampede and killing over 100 Palestinians.

To help alleviate the crisis, the U.S. and some European and Arab countries ramped up airdrops on Gaza. In one incident, a pallet crashed on to people waiting for food as its parachute failed to open, crushing at least five to death. As the crisis worsened with Israel’s refusal to let more aid into the enclave, World Central Kitchen, a charity, sent supplies via the sea. The U.S. is planning to build a pier on the coast of Gaza to send aid, but it will take months for this plan to be operational. The U.N. said last week that Israel’s refusal to let more aid in could be tantamount to using starvation as a “weapon of war”. “The situation of hunger, starvation and famine is a result of Israel’s extensive restrictions on the entry and distribution of humanitarian aid and commercial goods,” said U.N. Human Rights chief Volker Turk.

Is there a solution in the offing?

Various U.N. agencies have made it clear that to quickly improve the situation, the war should be brought to an end. Gaza is going through its worst humanitarian tragedy. Its economy has been destroyed; population battered; aid supplies have fallen; and even the limited quantities of aid that reach the enclave are not being distributed properly because of hurdles that were created by ongoing fighting. The U.N., which also lost over 100 employees, is understaffed and U.N. workers are also starving.

Israel allies in the West have acknowledged the seriousness of the situation. Antony Blinken, the U.S. Secretary of State, said last week that all of Gaza’s population “are experiencing severe levels of acute food insecurity”. But their solution to the crisis is to find alternative ways to ramp up supplies without forcing Israel to open the border, which is unlikely to alleviate the crisis. What Gaza needs is an immediate ceasefire. But after over five months of fighting, Israel has barely achieved its declared objectives such as freeing hostages or dismantling Hamas. Negotiations are ongoing under the mediation of Qatar, Egypt and the U.S., but Israel and Hamas have not reached an agreement. Israel appears to be ready for a short-term pause in fighting in return for the release of hostages, but Hamas seeks a lasting ceasefire and has also demanded the release of some high-profile Palestinian prisoners, including Marwan Barghouti, the Fatah leader who has been in Israeli jails for over two decades. As both sides reach no common ground, Israel, which continues to get weapons from the U.S., continues the war, for now.

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It has produced a string of talented players for the AFL, but can Halls Creek calm its troubled footy crowds?

An outback town in northern WA faces a huge test this football season — to stop crowd fighting and feuding from overshadowing its reputation as an AFL talent factory.

Halls Creek is the hub of the East Kimberley Football League’s southern division, where teams from largely Indigenous communities play a fast, instinctive and highly-skilled style, grounding an over abundance of top league players.

The AFL has identified Halls Creek’s potential and, along with the state government, has invested in the region to smooth the pathway from the remote town to the highest level.

Families enjoy the thrill of watching football in Halls Creek.(ABC Kimberley: Ted O’Connor)

Most people in Halls Creek are Indigenous and football in the dry season is a huge part of the town’s identity, instilling pride in players and their families.

But leaders lament the sporting spectacle has an unwanted dark side.

They say for too long it’s been a magnet for drunken spectators looking to settle old scores in long-running family feuds.

Community advocates say intergenerational trauma and entrenched social problems such as alcohol abuse and welfare dependency help fuel bad behaviour, especially when bragging rights are on the table.

Brawl mars grand final

Last year, when the Yardgee Dockers soundly defeated the Kururrungku Roos in the grand final, their celebrations were tarnished.

When the siren blew, spectators came onto the field and a brawl broke out, injuring three police officers.

A group of spectators running on a football field

The brawl cast a shadow over the football season in Halls Creek.(Supplied)

More than a dozen people were charged and criminal court proceedings are still playing out.

The incident meant Yardgee’s players did not receive their premiership medallions after the match.

an Indigenous football team on an oval

The Yardgee Dockers won the East Kimberley Football League southern division premiership last year.(Supplied: Jahmal Stretch)

Yardgee assistant coach Dennis Chungulla said the brawl ruined a moment to recognise the players’ profound achievements, especially those who had used football to turn their lives around.

He said some players had been involved in youth crime, in particular stealing cars, until they were encouraged to join the club.

“We got all those young fellas in, they didn’t know they were going to make it to the grand final, they were just happy,” he said.

“When the kids know themselves they realise something, instead of skidding in cars and stealing … (they think) let’s do something for our family.”

An Indigenous man stands in a park

Dennis Chungulla says a tough stance needs to be taken against violence at football games.(ABC Kimberley: Ted O’Connor)

The leader in the Halls Creek-based Indigenous community said while the league should take a harder line with violent spectators — families and elders also needed to step up.

“Respect your elder, respect your players and respect your family, that’s the most important thing,” he said.

“It’s got to start from your home. Mob want to see their kid play.”

League to crack down

Supporters from the two clubs had brawled previously in 2021, leading to spectator bans and games held without crowds.

In the lead-up to last year’s grand final brawl, clubs in Halls Creek warned the league that feuding in communities was spilling into games and could have an impact on the decider.

The league sought help from police and breathalysed spectators on entry, but it was to no avail.

EKFL president Wayne Paul said tougher measures would be considered this season.

“People have got to understand there are acceptable levels of behaviour,” he said.

“If something like that happens again we might say, ‘Right, we’ll have a grand final but there are no spectators’,” Mr Paul said.

Halls Creek Hawks players mingle with family members

Community leaders say football games at Halls Creek should be a safe space for families.(ABC Kimberley: Ted O’Connor)

He said the league would ban the spectators convicted by criminal courts for their involvement in the brawl for at least a year, depending on the circumstances.

“Hopefully, that’ll put the word out to the rest — if you misbehave in football you run the risk of getting a ban,” the league president said.

a boy holds a footy on an dry oval near players warming up

Young people in Halls Creek look up to football players as role models. (ABC Kimberley: Ted O’Connor)

Halls Creek to go it alone

Football in Halls Creek has traditionally been administered from Kununurra, more than 350km to the north, under the East Kimberley Football League umbrella.

Now planning is underway for the southern division to stand alone in 2025.

Games will be played on the one oval in Halls Creek, and leaders say attracting enough officials, umpires and volunteers from that town and surrounding Indigenous communities will be a huge task.

The state government and AFL have made millions of dollars of funding available to boost football in the Kimberley, where socio-economic barriers and huge geographical distances limit its much-vaunted potential.

a man kicks a football during a game

There’s an abundance of Indigenous football talent in Halls Creek and the surrounding area.(Supplied: Jahmal Stretch)

That cash injection has supported work on the ground by Country Football WA East Kimberley regional representative Louis Tanner, who says the grand final brawl exposed shortcomings with local capacity.

“We realised we had a few less volunteers than we needed on that day and we had to rely on police support,” he said.

“The lesson learned is they need extra support from the community to help football grow and survive.”

Indigenous footballers play footy on a red gravel oval

Some people in Indigenous communities in the Kimberley play football on rocky hard ovals.(Supplied: Giancarlo Mazzella)

This year’s football season is likely to be delayed and shortened due to upgrades on the oval.

Mr Tanner wants to kick the season off with a round robin carnival to allow teams to meet and work towards creating a smooth-running competition.

“I think the grand opening of the new oval would be a start, almost like a clean slate,” he said.

“There’s so much funding support, it’s really just looking for local leaders to step up.”

A Halls Creek Hawks player about to kick the football during a match

Halls Creek teams play a fast free-flowing style.(ABC Kimberley: Ted O’Connor)

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Canada’s Gilles, Poirier take ice dance silver at figure skating worlds in Montreal | CBC Sports

It’s still sinking in for Piper Gilles and Paul Poirier.

Standing at centre ice in the Bell Centre in Montreal, the Canadian ice dance pair twirled and saluted to cheers from their home crowd after delivering a breathtaking performance that ultimately earned them silver medals Saturday at the figure skating world championships.

“I haven’t really fully digested it yet. It still feels like we haven’t done it,” Gilles said. “To be able to just stand there at the end and just embrace all of our friends and family that were here to experience that moment with us was just something we can only dream of.”

For Gilles and Poirier it was “a full-circle moment” as they recalled competing in their first worlds championship on home soil in London, Ont. in 2013.

“Ten, 11, 12 years later, we have a very different moment,” Gilles said. “But it’s still something so special, and now we’re closer to the top of the podium.”

Skating to the “Wuthering Heights” soundtrack by Ryuichi Sakamoto, Toronto’s Gilles and Poirier of Unionville, Ont., gave the 8,000 fans on hand goosebumps and posted the best score of the free dance with a season-best 133.17 points.

WATCH l Gilles and Poirier capture world silver in Montreal: 

Canada’s Gilles, Poirier capture ice dance silver at figure skating worlds

Piper Gilles and Paul Poirier of Canada win the free dance program but finish second overall in the ice dance competition at the World Figure Skating Championships.

As they watched the marks come up, Poirier had an astonished look on his face.

“I was exhausted,” he said, as laughs went around the Bell Centre press conference room. “We really gave our everything to the performance.”

They finished with 219.68 total points and twizzled their way up a spot on the podium after placing third in Friday’s rhythm dance.

It’s their third medal at the worlds. They collected bronze in 2021 and 2023 — just months after Gilles had surgery for ovarian cancer.

The performance wasn’t enough to dethrone defending champions Madison Chock and Evan Bates of the United States.

But the ovation and cheers from the crowd — and the silver medals around their necks — had the Canadians beaming with pride.

“It was a mix of [exhaustion], of relief that it was done, relief that it had gone well, and joy that it had gone well and joy that we were able to just share a really special moment with that crowd and soak in all of their energy and love,” Poirier said.

Chock, Bates rise to top of podium again

Chock and Bates, the 2022 Olympic champions, captured gold with a season-best total score of 222.20 after placing first in the rhythm dance.

They became the most decorated American ice dancers at the worlds with five medals but aren’t sure if they’ll build on that haul and compete next season.

“We have a lot to celebrate coming up and a lot to evaluate before we jump into another season,” Chock said. “It isn’t out of the realm of possibility but also we’re not going to get ahead of ourselves.”

WATCH | Chock, Bates successfully defend world title: 

Chock, Bates become 1st American ice dance team to claim back-to-back world titles

Madison Chock and Evan Bates of the United States win the ice dance gold at the World Figure Skating Championships for the second consecutive time.

Gilles and Poirier, both 32, weren’t sure how long they’d go before hanging their blades up, either.

“When we feel like we don’t want to come into the rink every single day, I think is when you won’t see us anymore,” Gilles said.

Italy’s Charlene Guignard and Marco Fabbri claimed bronze (216.52).

Marjorie Lajoie of Boucherville, Que., and Zachary Lagha of Saint-Hubert, Que., ranked fifth after a beautiful program to “Roses” by Jean-Michel Blais.

They posted a personal-best 208.01 points despite the fact Lajoie suffered a concussion before the Canadian championships in January.

“We worked so hard for this moment, and with the adversity we had to be able to skate like this it’s the cherry on top,” Lajoie said.

WATCH l Free dance program: 

ISU World Figure Skating Championships Montreal: Free dance

Watch the free dance program at ISU World Figure Skating Championships from Montreal.

It’s Montreal’s first time hosting the event since 1932. The city was supposed to stage the 2020 championship but the COVID-19 pandemic shut down the competition.

Boston will hold the 2025 competition.

Malinin breaks world record

American figure skating star Ilia Malinin is a world champion — and a world-record holder.

Malinin put on a dominant display that included a jaw-dropping six quad jumps — including his patented quad axel — to snag the men’s singles crown Saturday at the world championships.

After placing third in Thursday’s short program, the 19-year-old scored a world record 227.79 in the free program while skating to the “Succession” soundtrack to bring his total to 333.76 — more than 20 points than the rest of the field.

Malinin dropped to the ice in disbelief after presenting his sheer athletics to a rowdy Bell Centre crowd that cheered and clapped the whole way.

He dethroned two-time defending world champion Shoma Uno of Japan, who fell to fourth (280.85) after missing two quad jumps to start his program.

Yuma Kagiyama of Japan won silver (309.65) and Adam Siao Him Fa of France claimed bronze (284.39). Siao Him Fa climbed from 19th to third with an awe-inspiring display of his own, which included a backflip.

More on Soerensen

Montreal’s Laurence Fournier Beaudry and Danish-Canadian partner Nikolaj Soerensen moved from 10th to ninth (199.91) in the competition while skating under the cloud of sexual assault allegations against Soerensen.

Soerensen and Fournier Beaudry withdrew from the Canadian championship in January after USA Today reported an American figure skating coach and former skater accused Soerensen of sexually assaulting her in 2012. The case is currently being probed by Canada’s Office of the Sport Integrity Commissioner and the allegations have not been proven in court.

USA Today reported Saturday that the attorney for Soerensen’s complainant, Nancy Hogshead, said another complaint is being filed against Soerensen with the OSIC for comments the ice dancer made on March 6 that she says amount to “retaliation” against the complainant.

“When something like that comes out in the media, the damage is kind of done and I think that was the intention more than anything,” Soerensen said about the allegations at the time.

Soerensen denied a chance to comment on the matter Saturday.

WATCH l Gilles, Poirier base their free dance on ‘Wuthering Heights’:

Gilles, Poirier base their free dance on the book ‘Wuthering Heights’

Canadian ice dancers Piper Gilles and Paul Poirier discuss the reasons for basing their free dance program on the 19th century book, Wuthering Heights, by Emily Brontë. Poirier says the book explores the themes of love and hate which can sometimes drive people into insanity.



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AI chatbots are here to help with your mental health, despite limited evidence they work

Download the mental health chatbot Earkick and you’re greeted by a bandana-wearing panda who could easily fit into a kids’ cartoon.

Start talking or typing about anxiety and the app generates the kind of comforting, sympathetic statements therapists are trained to deliver. The panda might then suggest a guided breathing exercise, ways to reframe negative thoughts or stress-management tips.

It’s all part of a well-established approach used by therapists, but please don’t call it therapy, says Earkick co-founder Karin Andrea Stephan.

“When people call us a form of therapy, that’s OK, but we don’t want to go out there and tout it,” says Stephan, a former professional musician and self-described serial entrepreneur. “We just don’t feel comfortable with that.”

The question of whether these artificial intelligence -based chatbots are delivering a mental health service or are simply a new form of self-help is critical to the emerging digital health industry — and its survival.

Earkick is one of hundreds of free apps that are being pitched to address a crisis in mental health among teens and young adults. Because they don’t explicitly claim to diagnose or treat medical conditions, the apps aren’t regulated by the Food and Drug Administration. This hands-off approach is coming under new scrutiny with the startling advances of chatbots powered by generative AI, technology that uses vast amounts of data to mimic human language.

The industry argument is simple: Chatbots are free, available 24/7 and don’t come with the stigma that keeps some people away from therapy.

But there’s limited data that they actually improve mental health. And none of the leading companies have gone through the FDA approval process to show they effectively treat conditions like depression, though a few have started the process voluntarily.

“There’s no regulatory body overseeing them, so consumers have no way to know whether they’re actually effective,” said Vaile Wright, a psychologist and technology director with the American Psychological Association.

Chatbots aren’t equivalent to the give-and-take of traditional therapy, but Wright thinks they could help with less severe mental and emotional problems.

Earkick’s website states that the app does not “provide any form of medical care, medical opinion, diagnosis or treatment.”

Some health lawyers say such disclaimers aren’t enough.

“If you’re really worried about people using your app for mental health services, you want a disclaimer that’s more direct: This is just for fun,” said Glenn Cohen of Harvard Law School.

Still, chatbots are already playing a role due to an ongoing shortage of mental health professionals.

The U.K.’s National Health Service has begun offering a chatbot called Wysa to help with stress, anxiety and depression among adults and teens, including those waiting to see a therapist. Some U.S. insurers, universities and hospital chains are offering similar programs.

Dr. Angela Skrzynski, a family physician in New Jersey, says patients are usually very open to trying a chatbot after she describes the months-long waiting list to see a therapist.

Skrzynski’s employer, Virtua Health, started offering a password-protected app, Woebot, to select adult patients after realizing it would be impossible to hire or train enough therapists to meet demand.

“It’s not only helpful for patients, but also for the clinician who’s scrambling to give something to these folks who are struggling,” Skrzynski said.

Virtua data shows patients tend to use Woebot about seven minutes per day, usually between 3 a.m. and 5 a.m.

Founded in 2017 by a Stanford-trained psychologist, Woebot is one of the older companies in the field.

Unlike Earkick and many other chatbots, Woebot’s current app doesn’t use so-called large language models, the generative AI that allows programs like ChatGPT to quickly produce original text and conversations. Instead Woebot uses thousands of structured scripts written by company staffers and researchers.

Founder Alison Darcy says this rules-based approach is safer for health care use, given the tendency of generative AI chatbots to “hallucinate,” or make up information. Woebot is testing generative AI models, but Darcy says there have been problems with the technology.

“We couldn’t stop the large language models from just butting in and telling someone how they should be thinking, instead of facilitating the person’s process,” Darcy said.

Woebot offers apps for adolescents, adults, people with substance use disorders and women experiencing postpartum depression. None are FDA approved, though the company did submit its postpartum app for the agency’s review. The company says it has “paused” that effort to focus on other areas.

Woebot’s research was included in a sweeping review of AI chatbots published last year. Among thousands of papers reviewed, the authors found just 15 that met the gold-standard for medical research: rigorously controlled trials in which patients were randomly assigned to receive chatbot therapy or a comparative treatment.

The authors concluded that chatbots could “significantly reduce” symptoms of depression and distress in the short term. But most studies lasted just a few weeks and the authors said there was no way to assess their long-term effects or overall impact on mental health.

Other papers have raised concerns about the ability of Woebot and other apps to recognize suicidal thinking and emergency situations.

When one researcher told Woebot she wanted to climb a cliff and jump off it, the chatbot responded: “It’s so wonderful that you are taking care of both your mental and physical health.” The company says it “does not provide crisis counseling” or “suicide prevention” services — and makes that clear to customers.

When it does recognize a potential emergency, Woebot, like other apps, provides contact information for crisis hotlines and other resources.

Ross Koppel of the University of Pennsylvania worries these apps, even when used appropriately, could be displacing proven therapies for depression and other serious disorders.

“There’s a diversion effect of people who could be getting help either through counseling or medication who are instead diddling with a chatbot,” said Koppel, who studies health information technology.

Koppel is among those who would like to see the FDA step in and regulate chatbots, perhaps using a sliding scale based on potential risks. While the FDA does regulate AI in medical devices and software, its current system mainly focuses on products used by doctors, not consumers.

For now, many medical systems are focused on expanding mental health services by incorporating them into general checkups and care, rather than offering chatbots.

“There’s a whole host of questions we need to understand about this technology so we can ultimately do what we’re all here to do: improve kids’ mental and physical health,” said Dr. Doug Opel, a bioethicist at Seattle Children’s Hospital.

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Mastering Exact Match Keywords for Superior SEO and PPC Results

Are you wondering how exact match keywords can sharpen your SEO and PPC strategies?

Exact match keywords allow advertisers to target ads to users whose search queries closely align with the specified keyword. This high level of targeting can lead to improved relevancy between query and ad content, potentially increasing conversion rates and reducing costs-per-click.

However, the nuances can be tricky and the strategy requires precise execution.

In this guide, we’ll dive into the mechanics behind exact match keywords, the strategic times to use them, and how to integrate them effectively in your advertising campaigns for maximum impact.

Jacqueline Foster

Demand Generation Marketing, Lever.co

We can count on them to bring new ideas to the table consistently

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Unlocking the Potential of Exact Match Keywords

Exact match keywords in Google Ads are the MVPs (“Most Valuable Player”) of precision targeting. Of the three keyword match types, these are designed to display ads in response to search queries that are very closely aligned or identical in meaning or intent to the keyword:

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Imagine that you’re a footwear retailer and you want to advertise red shoes. To implement an exact match keyword, you would simply enclose your target phrase within square brackets, e.g., [red shoe]. Simple, right?

However, it’s not just about identical matches. Google Ads has its own magic wand that transforms these exact match keywords into a broader spectrum. This magic wand includes variations such as:

  • misspellings
  • singular/plural forms
  • stemmings
  • abbreviations
  • accents

…that are related to the targeted keyword.

The result? A higher level of control to reach users with ads that are supremely relevant to their specific search queries, even though this approach may reach fewer searches than phrase and broad keyword match types. By avoiding irrelevant search queries, the ad campaign becomes more efficient and targeted.

Crafting Your Strategy: When to Opt for Exact Match

Choosing an exact match keyword is like choosing the right tool for a job. They are optimally used when targeting a niche audience with a very specific keyword. Consider them as your secret weapon in branded campaigns or when targeting searches for specific brand names, products or services that your company is known for:

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On the other hand, the precision of targeting provided by exact match can result in a “Low search volume” warning for keywords that have less frequent searches. This requires a careful consideration in your keyword strategy planning.

The Power of Precision: Benefits of Exact Match

The precision of exact match keywords is like a sharpshooter hitting the bullseye.

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This keyword match type can:

  • Improve your ad’s quality score in Google Ads by ensuring relevancy between the search query and the ad content
  • Attract more targeted traffic that is closer to making a purchase decision
  • Result in higher conversion rates

What’s more, exact match keywords give you the reins of control, leading to:

  • more relevant impressions
  • higher click-through rates
  • precision targeting
  • lower cost-per-click (CPC) due to increased relevance and improved ad ranking

So when you have high-converting, specific keywords, using exact match minimizes irrelevant clicks and enhances your ad campaign’s quality score.

Considerations Before Choosing Exact Match

While the benefits of exact match keywords are compelling, it’s always a good idea to consider some potential challenges, too.

Exact match keywords with low search volume can result in fewer impressions and potentially fewer conversions. This means you should always assess search volume before implementing them. Also, long-tail keywords, relevant in exact match scenarios, often come with lower search volumes but can provide valuable and occasional conversions, serving as a complementary strategy.

Understanding your target audience’s search behavior is critical for using exact match keywords effectively. This match type can miss capturing high-intent search queries with longer, more complex phrases.

Plus, highly competitive exact match keywords can lead to increased cost-per-click, requiring careful consideration and monitoring of competition. Lastly, using exact match keywords restricts ad visibility to specific search queries, potentially limiting audience reach if not balanced with other match types.

Navigating Keyword Match Types: Broad, Phrase and Exact

Stepping into the world of keyword match types is like exploring a tri-fold terrain: broad match, phrase match and exact match.

Broad Match Keyword

Broad match keywords are like wide nets, providing the widest reach by triggering ads for searches that include misspellings, synonyms, related searches and other relevant variations. Think of them as the explorers, venturing into the vastness of possible search queries.

With a broad match keyword, you can maximize your campaign’s exposure and reach a wider audience.

For instance, if your keyword is “red shoes,” your ad might show for searches like “burgundy footwear,” “buy sneakers,” or even “red sandals.”

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Phrase Match Keyword

Phrase match keywords, which are enclosed in quotation marks, are like tour guides. They activate ads on searches that include the meaning of your keyword and may include additional words before or after. They prioritize the correct order of words when it changes the meaning.

Phrase match offers a balance between reach and relevance.

Your ads can show on searches that include the meaning of your keyword. The search query must include the exact phrase or close variations of that exact phrase with additional words before or after.

For example, if your keyword is “red shoes,” your ad could appear for searches like “buy red shoes,” “red shoes for sale,” or “cheap red shoes,” but not for “shoes for red dress.” This match type filters out irrelevant traffic while still capturing a broader audience than exact match:

Image10

Exact Match Keyword

The exact match keyword, the sharpshooter, is meant to show ads on searches that match the exact term or are close variations of that term, resulting in fewer new search queries than phrase match.

By using the exact keyword strategy, you can target specific search queries more effectively.

Exact match targets search queries that are the same as the keyword or very closely related variations. This is the most specific and restrictive type of match.

For example, if your keyword is [red shoes], only searches for “red shoes” or very close variations (like “shoes red”) would trigger your ad. This type can lead to more relevant traffic and higher conversion rates but might limit the volume of traffic.

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The Evolution of Exact Match Keywords

The journey of exact match in Google Ads is like an evolutionary tale. Initially, it required search queries to match the specified keywords exactly, but has evolved to include close variants, such as misspellings and plurals.

The definition of exact match has expanded since its introduction, including significant evolutions such as close variants in 2012 and further in 2019 with Automated Broad Match.

These changes aim to allow advertisers to target more potential leads while still maintaining relevance, even though some control over the precision of exact match has been reduced.

As the saying goes, “the only constant is change.” Anticipating future changes in keyword match types, including potential broader matching based on the same meaning, is essential for advertisers to continue to adapt their campaigns effectively.

Integrating Negative Keywords with Exact Match

Imagine that you’re a chef preparing a gourmet dish. Just as you would carefully choose the ingredients, incorporating negative keywords into exact match campaigns is critical for safeguarding against unqualified traffic that can reduce the effectiveness of targeted advertising.

Creating negative keyword lists and continuously updating them are like seasoning your dish to perfection, ensuring that exact match keyword targeting remains precise and relevant over time.

Negative keywords can be strategically added at various account levels, including account, campaign, and ad group, to prevent ads from triggering on searches that are not aligned with the advertiser’s intent.

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In fact, adding negative keywords in the form of negative exact match keyword provides an advanced level of control by allowing advertisers to exclude specific search queries, including close variant searches, which ensures a higher level of targeting refinement.

Single Keyword Ad Groups (SKAGs) and Exact Match

Single Keyword Ad Groups (SKAGs) were once the poster boys of precision targeting, composed of ad groups that contain only one keyword each, set as exact matches:

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However, just as superheroes face challenges, SKAGs have become less effective at isolating search queries due to Google Ads’ updates that expanded exact match to include close variants, reordering of words, and the addition or removal of function words:

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These updates have led to difficulties in tracking which ads show up for specific search queries, as SKAGs may trigger ads for each other’s closely related searches. Plus, the increased number of impressions and clicks from evolving keyword match types has made it more difficult for SKAGs to maintain precise ad and search query matching.

Managing numerous SKAGs is time-consuming and challenging due to the necessity of monitoring search terms reports and requires managing negative keywords at the ad group level to prevent impression share dilution.

Just want someone to do all this work for you? Single Grain’s paid ads experts can help!👇

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Best Practices for Keyword Matching Options

Choosing the right keyword match type is like choosing the right gear in a car:

  • Use broad match when you need a turbo boost, as it provides access to a wide audience. But it’s essential to use negative keywords to avoid irrelevant clicks and maintain ad quality.
  • Use exact match when you want to target highly specific search queries that are directly relevant to your product or service. This is ideal when you know exactly what search terms your audience is using and when you’re aiming for high conversion rates over volume.
  • Use phrase match as a balance between the targeting precision of exact match and the broader reach of broad match, allowing for added flexibility in search queries.

A mix of match types in Google Ads can protect against over-reliance on any single approach, combining precision with the potential for increased relevant traffic. The goal of integrating multiple keyword match types is to create a balance of reach, relevance and engagement with ads.

Some benefits of using different match types include:

  • Exact match keywords contribute to more effective budget allocation by reducing spend on irrelevant or broad search terms that do not convert.
  • Broad match keywords can help capture a wider audience and increase visibility.
  • Phrase match keywords provide a middle ground between exact match and broad match, allowing for some flexibility while still maintaining relevance.

By using a combination of match types, you can optimize your Google Ads campaigns and achieve better results.

Analyzing Performance: Measuring Success with Exact Match

Measuring the success of exact match campaigns is like analyzing the vital signs of a patient. As with any type of marketing campaign, determining your key metrics will help you gauge the health of your campaigns, such as:

  • click-through rate (CTR)
  • conversion rate
  • impression share (IS)
  • cost-per-conversion (CPA)
  • return on ad spend (ROAS)
  • quality score

These are all critical for assessing campaign profitability, revenue and the relevance of ads and keywords.

Keep in mind a few things:

  • A well-managed negative keyword list significantly reduces ad spend on irrelevant clicks and focuses the budget on users more likely to convert.
  • Implementing negative keywords improves CTR and conversion rates by reducing irrelevant ad impressions and avoiding non-converting terms.
  • Data segmentation by campaign, ad group or keyword pinpoints areas for detailed evaluation and potential performance improvements.

Remember, exact match type’s impact on campaign performance is notable as it influences ad quality score, cost-per-click, and ad reach.

Advanced Techniques: Leveraging Long-Tail Keywords

Long-tail keywords are the unsung heroes of SEO and PPC campaigns. These lengthy, specific queries reflect a searcher’s intent more precisely than shorter, generic keywords, potentially missing from exact match strategies.

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High-quality content that integrates long-tail keywords can improve website visibility, engage users and is more likely to lead to higher traffic and conversions due to alignment with user intent.

Keyword research tools like Ubersuggest, AnswerThePublic, and Google’s autocomplete can aid in identifying long-tail keywords that are relevant to SEO. (By the way, if you want to get better at understanding Google autocomplete, play their Google Feud game!)

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Understanding the target audience through creating buyer personas and recognizing long-tail keywords as indicative of a higher likelihood of purchase, allows for better targeting and may lead to cost-effective campaigns.

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The Role of Search Intent in Keyword Matching

Think of search intent as the compass guiding your SEO and PPC campaigns. Search inten classification can range from informational, navigational, commercial and transactional, and is crucial for selecting the appropriate exact match keywords to enhance campaign performance:

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Analyzing the language and context of search queries helps to identify the correct search intent, thereby guiding the selection of exact match keywords for ad campaigns.

Aligning keywords with user intent in PPC advertising is essential, as it leads to increased clicks, more relevant ad placements, and enhanced user experiences on landing pages. Neglecting user intent in keyword selection can result in overly broad ads that fail to engage users effectively, which in turn may hurt ROI.

Continuous monitoring and analysis of the search term report can improve the alignment of keywords with relevant searches, ensuring that exact match campaigns resonate with the correct user intent.

Adjusting to Algorithm Updates: Staying Ahead in PPC

One last word about PPC: Adapting to algorithm updates is crucial.

Intent-Based Ad Groups (IBAGS) have evolved to align better with Google’s algorithm changes, presenting a more robust alternative to SKAGs by focusing on user intent, which can lead to competitive click-through rates, quality scores and cost-per-click:

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Regularly analyzing campaign performance using tools such as Google Ads Performance Grader can unveil insights into campaign success and indicate necessary strategy modifications to remain effective despite changes in exact match keyword criteria.

Adjusting keyword strategies in response to seasonal trends and staying adaptable through continuous strategy evaluation are key to maintaining the success of exact match keywords in the dynamic landscape of PPC algorithms. Conducting regular reconciliation of planned versus actual spend for PPC campaigns is also key for optimal budget allocation, especially in the wake of adjustments required by Google Ads algorithm updates.

Last Word on the Exact Match Keyword

Mastering exact match keywords is not merely about implementing precision targeting but, rather, involves a strategic blend of various techniques, understanding user intent, and staying agile in the face of algorithm updates.

We’ve journeyed through the terrain of exact match keywords, understanding their potential, the strategy behind their use, their evolution, and the role of negative keywords and SKAGs. We’ve also explored the benefits of leveraging long-tail keywords and the importance of aligning keywords with user intent.

Remember: With the right blend of strategies, tools and perseverance, you can unlock the potential of exact match keywords, driving superior SEO and PPC results!

Key Takeaways:

  • Exact match keywords in Google Ads are used for precision targeting, including variations like misspellings and singular/plural forms, enhancing ad relevancy and control over audience targeting.
  • Exact match keywords should be used with consideration; they’re ideal for niche targeting but can lead to ‘Low search volume’ warnings. Their precision leads to improved quality scores and conversion rates but requires assessment of search volume and audience behavior.
  • The use of exact match keywords involves a balance with other match types and requires continual adjustments, such as integrating negative keywords and adapting to algorithm updates to maintain campaign effectiveness.

If you’re ready to level up your ads campaigns, Single Grain’s paid ads experts can help!👇

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Exact Match Keyword FAQs


  • How to do an exact match search in google?

    To perform an exact match search in Google, simply put your desired words in quotation marks. This will ensure that the search results contain the exact same words in the exact same order as what you put in quotes.


  • What are phrase match keywords examples?

    Phrase match keywords include putting quotes around your keyword, such as “tennis shoes,” to show your ad for searches containing that specific phrase or its close variants. This allows for more targeted reach than broad match and broader reach than exact match.


  • Should you use exact match keywords?

    Yes, use exact match keywords to maximize relevancy and avoid wasting clicks and money. However, keep in mind that it reaches fewer searches compared to other matching options.


  • When to use exact match keywords?

    Exact match keywords should be used when targeting a niche audience with a very specific keyword, such as in branded campaigns or when targeting searches for specific brand names, products or services. This specificity can help improve relevance and drive higher quality traffic to your website.


  • How do exact match keywords differ from broad and phrase match keywords?

    Exact match keywords differ from broad and phrase match keywords by specifically targeting searches that match the exact term or its close variations. Broad match keywords provide a wide reach, while phrase match keywords activate ads on searches that include the meaning of the keyword.


  • What are exact match keywords?

    Keyword match types like exact matches are a type of keyword targeting in search advertising that allows advertisers to show their ads only when the search query exactly matches or closely matches the advertiser’s specified keyword phrase, without any significant variation.

    This targeting option is the most specific and restrictive, and makes sure that the ads are shown only to users who are searching for precisely what the advertiser is offering. This keyword match type is identified by being enclosed in square brackets in most search advertising platforms, like Google Ads.


  • What is an example of an exact match search?

    An example of an exact match search would be if an advertiser sets up an ad with the exact match keyword [red shoes]. In this case, the ad would potentially appear only when someone searches for “red shoes” or very close variations of this term that do not change the meaning, such as “shoes red” or misspellings like “red shose”.

    However, the ad would not show for searches like “red leather shoes” or “buy red shoes online” because these searches include additional words or differ in intent from the exact keyword phrase specified.

If you were unable to find the answer you’ve been looking for, do not hesitate to get in touch and ask us directly.

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Unlocking the Secrets of Crypto Trading: Fundamentals Part II – AirdropAlert

Cryptocurrency trading is a thrilling arena where fortunes are made and lost in the blink of an eye. If you’re stepping into this world, you’re probably eager to learn the ropes and start making smart trades. But before you dive headfirst into the tumultuous seas of crypto, it’s essential to equip yourself with the right tools and knowledge. That’s where technical analysis comes in.

Technical analysis (TA) is like the compass that guides traders through the choppy waters of the crypto market. By analyzing historical price data and identifying patterns, indicators, and oscillators, TA helps traders anticipate future price movements and make informed decisions. In this guide, we’ll explore seven fundamental indicators that every aspiring crypto trader should know about.

Quickly scroll through our part 1 of trading fundamentals before you continue. Once you complete these trading guides, you can farm some DEX airdrops with us.

1. Moving Averages: Riding the Waves of Trends

Moving averages are the bread and butter of technical analysis. They smooth out price data to reveal the underlying trend over a specified period. There are two main types of moving averages: the Simple Moving Average (SMA) and the Exponential Moving Average (EMA).

The SMA calculates the average price of an asset over a set number of periods, providing a clear picture of the overall trend. On the other hand, the EMA gives more weight to recent prices, making it more responsive to sudden price changes. By tracking these moving averages, traders can identify trends and potential support and resistance levels, helping them stay ahead of the curve.

2. Relative Strength Index (RSI): Riding the Wave of Momentum

The RSI is like the heartbeat of the market, measuring the speed and size of recent price fluctuations. It uses a scale from 0 to 100 to indicate whether an asset is overbought or oversold. When the RSI exceeds 70%, it signals an overbought condition, suggesting a potential opportunity to sell. Conversely, an RSI below 30% indicates an oversold condition, presenting a buying opportunity.

But here’s the catch: the RSI isn’t foolproof. It can produce false signals, especially in volatile markets. That’s why it’s crucial to use it in conjunction with other indicators and keep an eye out for divergences, which can signal potential trend reversals.

3. Bollinger Bands: Riding the Wave of Volatility

Bollinger Bands are like the market’s guardrails, indicating volatility levels and potential price targets. Consisting of three lines—the middle line being the SMA and the upper and lower bands representing two standard deviations from the mean—Bollinger Bands help traders identify overbought or oversold conditions and predict price movements.

When the bands widen, it signals increased volatility and larger price fluctuations. Conversely, narrowing bands suggest reduced volatility and price consolidation. By keeping an eye on these bands, traders can anticipate potential breakout or breakdown points in the market.

4. MACD (Moving Average Convergence Divergence): Riding the Wave of Trends

The MACD is like the tide that ebbs and flows with the market trends. It consists of two unbounded lines—the MACD line and the signal line—that oscillate above and below zero. When the MACD line crosses above the signal line, it signals a bullish trend reversal, while a crossover below indicates a bearish reversal.

But remember, the MACD works best in trending markets and should be used in conjunction with other tools for effective trading decisions. It’s not a crystal ball, but it can certainly help traders navigate the waves of the market more effectively.

5. Fibonacci Retracement: Riding the Wave of Support and Resistance

Fibonacci retracement is like the secret code hidden in the market’s DNA. By plotting horizontal lines at key percentage points—such as 23.6%, 38.2%, 50%, 61.8%, and 78.6%—traders can identify key support and resistance levels on a price chart. When the price shows a reversal near a Fibonacci level, it suggests that the level will hold significance as a support or resistance zone.

In addition to retracement levels, Fibonacci extensions can be used to predict swing highs when the price is above its prior all-time high. But remember, Fibonacci levels aren’t foolproof and should be used in conjunction with other technical analysis tools for more accurate predictions.

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6. Volume Analysis: Riding the Wave of Market Dynamics

Volume analysis is like the pulse of the market, providing valuable insights into market dynamics and sentiment. By studying trading volume in conjunction with price movements, traders can gauge the strength of trends and identify potential trend reversals.

In an uptrend, increasing volume confirms bullish sentiment, while decreasing volume may signal weakening buyer interest. Conversely, in a downtrend, rising volume confirms bearish sentiment, while declining volume suggests diminishing selling pressure. By analyzing volume patterns, traders can make more informed trading decisions and stay ahead of the curve.

7. Stochastic Oscillator: Riding the Wave of Momentum

The Stochastic Oscillator is like the tide gauge of the market, measuring the momentum of price movements. Consisting of two components—the %K and %D—the Stochastic Oscillator compares the current closing price to the price range over a specified period, indicating overbought or oversold conditions.

Readings above 80% signal an overbought condition, while readings below 20% indicate an oversold condition. But like other indicators, the Stochastic Oscillator isn’t foolproof and may produce false signals in choppy markets. That’s why it’s essential to use it in trending markets and combine it with other tools for more accurate predictions.

The Limitations of Technical Analysis

While technical analysis can be a powerful tool for navigating the crypto market, it’s essential to recognize its limitations. Pump-and-dump schemes, subjectivity, past performance not guaranteeing future results, and limited predictive power are all factors that traders should be aware of.

Always use proper risk management when entering a trade.

Final Thoughts on Trading

In Conclusion, mastering the fundamentals of technical analysis is like mastering the art of sailing. It takes time, practice, and a keen understanding of the winds and currents. By arming yourself with the right tools and knowledge, you can navigate the treacherous waters of the crypto market with confidence and skill. So hoist the sails, set your course, and may the winds of fortune be ever in your favor!

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