Close Variants Matching to Be Applied 2

Close Variants Matching to be applied in for all exact and phrase keywords is a recent update by Google that has been added to the several number of updates that Google has been announcing this year for AdWords.

Close Variant Matching for all exact and phrase keywords

Based on an update post by the AdWords Product Manager, Jen Huang, Google is going to apply the option of matching close variant keywords to all exact and phrase match keywords.  This update is going to start taking effect by late September. And those who opted out, the option to deactivate close variant will be removed.

Close keyword variation goes back to 2012. Since then, many advertisers and PPCers have been using it to obtain outstanding outcomes. Statistically, it received an average of 7% more exact and phrase match clicks with comparable click through and conversion rates” wrote Jen Huang.

Remember, this feature allows AdWords users to have two options. The option to have” include plurals, misspellings and other close variants” or Do Not Include close variants.

So, by late September, marketers and advertisers will have to use only the first option! Apparently it will have no major change in the keyword matching behaviour as this tool has been already used as a default setting for AdWords campaign.

Following this update of future adoption of close variant matching, PPCers will be able to reach more customers. The following is a quote taken from AdWords Blog regarding one advantage of this feature: ” allowing you to reach more of your potential customers with the right ad while aiming to lower cost per click and improve click through rate.”

Close variant matching seems to have another awesome benefit. It helps you save a lot of time and reach your online advertising goals. In other words, it reduces the complexity involved in building lists of misspellings, abbreviations, accents, stemmings, singular and/or plural forms. Using close variants matching, all those lists will be eligible to trigger your AdWords Ads. It is estimated that at least 7% of Google searches contain a misspelling.

AdWords advertisers know very well that keywords are a key part to the success of any campaign! The use of close variant surely determines a great coverage of keywords. Combining both negative keywords and Close Variants matching enhance return on investment, conversion and sales. This can help also marketers to hand over a better ad experience for their buyers.

Overview:

All in all, blending all what mentioned above, personally I am a supporter of close variants matching. It has been a great tool to drive success and great performance when managing AdWords accounts of our valued clients.

What’s about you? How have you been experiencing the use of close variants matching? Please share your comments below.

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