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Phrase and Exact Match Changes.
08 May 2012
Google has recently announced a future change to how phrase and exact-match keywords will work, which is expected to be in place from mid-May onwards. It is being called 'near' exact match and 'near' phrase match.
Google has recently announced a future change to how phrase and exact-match keywords will work, which is expected to be in place from mid-May onwards. It is being called 'near' exact match and 'near' phrase match. Previously, with exact match, your ad only showed if the exact term was searched for. This is going to change. Google has announced that it is going to allow your ads to show for close variations of a keyword, even on exact match. This means that although you are bidding on a keyword with exact match, your advert could show for other variants of this exact term. Adwords has defined what it determines as close variants below:
close variants include misspellings, singular and plural forms, acronyms, stemmings (such as floor and flooring), abbreviations, and accentsThis could be good news as it means your ads should show for relevant variations of your keywords, such as plurals and misspellings, and this could result in more good traffic. It has been reported that a huge number of searches contain misspellings which means that advertisers could pick up highly relevant traffic they previously would not have. However, it will be interesting to see how this change works in practice and if it matches to any irrelevant search terms or high-volume terms that were not included in the account for a reason. Also, having less control over plurals is slightly disconcerting. If the plural has a huge amount of volume then this could transform the performance of a keyword quite dramatically. This change does mean that when managing a PPC account there needs to be more checks about what terms your ads are actually showing for. Below are some examples of what keywords will start picking up traffic for when the change occurs.
|[black trousers] ->||black trousers|
|"black trousers" ->||long black trousers|