When users type certain search queries, they often misspell or type fast with typing mistakes, especially when it comes to long queries. However, even if they spelled it wrong, people still expect to find the service or product they’ve intended to search.
People that typed “baby strollers” “babies stroller” or “baby’s strollers” are all interested in finding the most relevant info about strollers for their baby, despite slight variations in their search query.
Starting in late September, Google plans to apply close variant keyword matching to all exact and phrase match keywords. This is an advanced, intuitive way to connect people with the businesses they’re searching for.
Up until now, most advertisers added close keyword variations to match the query phrases spelled wrong, and received an average of 7% more exact and phrase match clicks with comparable clickthrough and conversion rates.
These incremental clicks represent valuable opportunities that are missed by “Low search volume” keywords, that are common for abbreviations and misspellings. The close variant keyword matching will lead to a successful match and better results.
The close variant keyword matching to all exact and phrase match keywords will reach more potential clients. Since close variant matching is the default setting for campaigns, most advertisers won’t see a change in their keyword matching behavior. The exact and phrase match keywords will begin matching to close keyword variations, so that advertisers will be able to reach more potential clients with the right search ad while aiming to lower cost per click and improve clickthrough rate.