Until now, it was up to the users of Google AdWords to decide whether they want to opt for Close Variant Matching for the purpose of exact and phrase matching or not. However, this is set to change in the later end of this month. Google made an announcement on 14th of August, 2014 that it would be making it obligatory for inclusion of Close Variant Matching to all the exact and phrase keywords matching. Until now, one could choose to include plurals, misspelled words and other close variants options. This option will now cease to exist after the materialization of the latest announcement made by Google in this context.
So how does this announcement apply practically?
After application of mandatory Close Variant Matching on the searches, one can expect their ads to crop up in the search results for every instance of user search which can be considered as a ‘Close Variant’ of the keyword which is specific for propelling your ads on to the search engine results. The domain of ‘Close Variant’ keywords would not just include plural or singular forms, misspellings, etc, but will also include stemming, acronyms, abbreviations and accents.
This step from Google in the AdWords context would eliminate or at the least, curtail the need for making a colossal list of keyword database. However, it would also necessitate the generation of negative keywords list. Nevertheless, the current by default inclusion of ‘Close Variant Matching’ option implies that the proportion of those who chose not to include the close variants is in the minority and would not result in any drastic change in their approach. On the other hand, as per a recent study, there are around 7-8 percent of misspelled searches on Google search engine. Thus, this step would help in encompassing these users and similar other keywords which would otherwise be lost.