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Google Announces Changes To Exact And Phrase Match Keywords

Author Mike Coats    Category ,

Here is Google's notice:

“We're making improvements to our exact and phrase matching options so your ad will show when people search for close variants -- yes, that includes misspellings -- of your keywords."

How will this affect you? Well, now when you bid on a keyword you will automatically be bidding on misspellings, plurals, abbreviations and any other forms of that same keyword. In turn, you are going to see more impressions and clicks on your ads.

Why is Google doing this? Well, Google knows that this is going to increase traffic to your ads and in turn, your conversions should also increase. And what happens when your conversions go up? You increase your bids for those keywords to get even more traffic, which means more money in Google's pocket. This also allows Google to enter more advertisers into the auction for these keywords, which is going to increase your competition for traffic.


 Here is an example from Google's website:

Exact match keywordAds may show on searches forAds won't show on searches for
[tennis shoes]tennis shoes
tenis shoe
red tennis shoes
buy tennis shoes


Phrase match keywordAds may show on searches for
Ads won't show on searches for
"tennis shoes"red tennis shoes
red tenis shoes
shoes for tennis
tennis sneakers

These “improvements” take effect Mid-May. The good news for you if this is something that you do not want to be a part of is that you can opt out. You can do this by going into your Campaign settings and select do not include close variants.

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