New Matching Behavior for Phrase and Exact Match Keywords for AdWords Ads Announced

To help users get search results that reflect their intent and help them achieve their desired action, even if it's not a precise match for what they've typed -- Google extends this behavior to AdWrods ads with the announcement of new matching behavior for phrase and exact match keywords."Starting in mid-May, phrase and exact match […]

To help users get search results that reflect their intent and help them achieve their desired action, even if it's not a precise match for what they've typed -- Google extends this behavior to AdWrods ads with the announcement of new matching behavior for phrase and exact match keywords.

"Starting in mid-May, phrase and exact match keywords will match close variants, including misspellings, singular/plural forms, stemmings, accents and abbreviations," Google informs.

"Today, only the search queries in the upper row (1) are considered a match and allowed to trigger an ad that can appear in the results. The close variants in the bottom row (2) are not considered a match by AdWords, despite the similarity in user intent.

Consider these three exact and phrase match keywords in AdWords.
[waterproof sunblock] "bollard cover" [single serving coffee maker]

Now have a look at these two rows of search queries.
1. waterproof sunblock buy bollard cover single serving coffee maker
2. waterpoof sunblock buy bollard covers single serve coffee maker," Google explains.

Google's organic search systems detect and compensate for misspellings and close variants.

Google's organic search systems detect and compensate for misspellings and close variants.

"Our early experiments looked at the impact on advertisers getting a third or more of their clicks from phrase or exact match. On average, the new matching behavior increased AdWords search clicks by 3%, with comparable CPCs. Keep in mind that results may vary by advertiser," Google said.

Adding, "We've been testing this new improvement with advertisers, and participants have seen positive results. If you don't want the potential for more clicks and prefer to maintain the current matching behavior in your campaign, you'll still have that option," said Google.

In the coming weeks, Google says they'll begin rolling out controls to all AdWords accounts, which will allow you to adjust your keyword matching options. Once they're live, log in to AdWords and select the campaign settings tab. Under "Advanced settings" select Keyword matching options:

AdWords Keyword matching options

For more details on keyword matching behavior, reporting changes, and other frequently asked questions, please visit the AdWords Help Center.