That's right: Following last September's decision cell phone number list to make exact match keywords less exact, Google announced earlier today that phrase match and broad match modifier keywords will soon start matching. match search queries that include close variants of the cell phone number list same meaning. After providing some background and looking at the details of what happens to your keywords, we'll share insights from WordStream experts cell phone number list as well as members of the PPC community.
Some general information: the evolution of close variants
Let's get something out of the way: in the cell phone number list context of search advertising, a close variant is a query that (in theory) is synonymous with your keyword. We can trace the origins of this to 2014, when Google stopped allowing advertisers cell phone number list to prevent their exact and phrase keywords from matching things like accidental plurals and misspellings. Then, in 2017, Google further expanded the definition of an exact match variant by allowing your exact match keywords to match queries that ranked terms differently or included functional words such cell phone number list as articles and prepositions.
The cell phone number list common idea behind these decisions is that an ad for dog day care is still relevant to someone searching for 'dog day xare' or 'day care for dogs'. While the purpose of keyword match types is to give advertisers much-needed control over which queries trigger their ads, Google has seen fit cell phone number list to balance that control with some flexibility. However, there is a difference between accidentally misspelling a word and deliberately typing a completely different word.
The extension of close variants with the same meaning
At some point over the cell phone number list next few weeks, your phrase match and broad match modifier keywords will start to match search queries that include words of the cell phone number list same meaning: synonyms, paraphrases, etc. You may be wondering, “Wait. What if I was already targeting both "lawn mowing services" and "lawn mowing services" as phrase match keywords? What keyword would be triggered? Don't worry, Google is making the cell phone number list appropriate changes to Keyword Selection Preferences. Even if you target two distinct keywords that are synonymous with each other, the semantically relevant keyword will still be entered into the ad auction.