Google recently announced that close variants now connect more people with what they’re looking for on the Google Ads Blog. (Another great blog to follow!)
Can You Explain Close Match Variants?
For those who aren’t familiar with what close match variants are, here’s a brief history on what they mean for your Google Ads management process. Google doesn’t look at the exact match keyword you want to bid on as an exact match specifically. For example, if you tell Google that you only want exact matches of the phrase “white label PPC” then it serve ads for anyone searching for “white label ppc” but also can make the intuitive decision to show your ads for “white labeling ppc” or even typos like “whit label ppc” or “white label ppcs” Google uses the logical assumption that if someone’s search query is a close variation of your keyword, then it makes sense to show an ad for your keyword. Originally this was an optional setting, and Google reported an average 7% more clicks on exact and phrase match keywords when in 2014, close match variants became the default setting.
Today’s Close Match Variant Changes
- English and Spanish keywords only to start
- Other languages will follow throughout 2017
- Search network only
What can you do to prepare for the close match variant changes?
Run a Search Query Report for close variants
Updates to Your Optimization Flow
Adding new keywords
Moving forward, you will only need one keyword, like local dentist near me, in the account to catch searches for:
- Local dentist near me
- Dentists locally near me
- Nearby me local dentist
- Dentist local near me