Goodbye, Exact and Phrase Match Keywords. Now What?

By now you've probably read that Google is killing off exact and phrase match in AdWords as we know them.Now, it's not a crazy-new feature - it's been the default since 2012 - but what Google is doing is taking away the option for advertisers to opt out. The vast majority are already using it, Google points out, noting that "close keyword variations [receive] an average of 7 percent more exact and phrase match clicks with comparable click-through and conversion rates."

Source:http://searchenginewatch.com/article/2360668/Goodbye-Exact-and-Phrase-Match-Keywords.-Now-What