Google AdWords changes match type criteria [@SmartInsights alert]

“Close variant” keyword matching to become default by end September can increase clicks by 7% on average Importance: (If you’re not already using this feature) Recommended link: AdWords official announcement Context for the change to match types The Match types advertisers use in AdWords are important since they control whether relevant ads are displayed to searchers based on the keywords they type. This in turn affects the clickthrough rates, Quality Score and the ROI you get on your campaigns. Here’s a reminder of the main match types from iProspect: What is the change? In their announcement, Google explain that starting in late September, they’re applying close variant keyword matching to all exact and phrase match keywords. Previously it was possible to opt-out of these. Close keyword variations include Close variations include misspellings, singular and plural forms, acronyms, stemmings (such as floor and flooring), abbreviations, and accents. Google gives this example:
http://www.smartinsights.com/paid-search-marketing-ppc/paid-search-targeting/google-adwords-match-type-criteria/

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