10 Sep New Google AdWords Update: Close Variant Matches
By Sergio (@serg_peppergang)
Online advertisers understand that not everyone is a perfect speller. In fact 7% of Google Searches have some sort of misspelling. That’s why these marketers spend hours upon hours packing their accounts with possible misspelled variants of the keywords they feel will bring the most relevant inquiries to their sites.
Before the thought of sitting there, contemplating all possible misspellings for the 500+ keywords in your account makes you throw your desktop out the window, fear not! Google’s new AdWords update takes steps to match these misspellings to the correct variants in your ppc account.
In late September Google will be adding “close variant keyword matching” to all exact and phrase matched keywords throughout AdWords. This was introduced back in 2012 as an optional setting, but will now be the default setting for all accounts because of their positive results and reviews.
The update will also include word abbreviations and close variations of a word. For example, if an account is using the keyword “custom hats”, someone typing in “customized hats” will show up as an exact match. The same is true for abbreviations such as “do it yourself” and “DIY”.
This new setting benefits online advertisers using Google AdWords in a couple of different areas. Firstly, this update saves advertisers precious time on their accounts that they could spend optimizing negative keywords or their ad extensions. Researching misspellings is now unnecessary because they will be covered by your grammatically correct version.
Secondly, this update will actually save advertisers money on their cost per click. Google uses many different variables to rank a ppc advertisement and one of those factors is Ad relevance. If you use AdWords, you know that exact matches are more relevant than broad or phrase and usually lead to a better experience for the user. With the update, these misspellings and abbreviations will be classified as an exact match, making your ad more relevant, which means you will pay less for a click than the less relevant ones.
Read original AdWords blog post here: http://adwords.blogspot.com/2014/08/close-variant-matching-for-all-exact.html