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Google AdWords Announcement – New Matching Behavior


Similar to how Google’s organic search systems understand misspellings or variations in keywords, Google AdWords will soon offer the same.

Google explains, “Starting in mid-May, phrase and exact match keywords will match close variants, including misspellings, singular/plural forms, stemmings, accents and abbreviations. Based on our research and testing, we believe these changes will be broadly beneficial for users and advertisers.”

This means you will have a greater opportunity to generate more clicks as Google reports at least 7% of searches contain a misspelling, and the longer the search query, the higher this rate is. However, advertisers will still have the option to preserve their current matching behaviors in campaigns.

These new controls will begin deploying within the next few weeks, but, the new matching behavior won’t actually start until mid-May.

This will be a big time-saver for some advertisers. You will no longer have to worry about including misspellings, plural keywords, etc. to ensure you aren’t missing any opportunities. Now you will have more opportunities for impressions with less keywords. But, as a safeguard against erroneous clicks, be sure to use negative keywords.

Does this sound like a feature you will be testing in your campaigns?

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Image credit: Horia Varlan