Close variants in Google AdWords helps buinsess to reach customers who are searching for the products and services you offer without building an exhaustive keywords lists, despite slight variations in the way they search.
Now to make it even easier for advertisers to connect with more such people, Google is expanding the 'close variant matching' to now include additional rewording and reordering for exact match keywords.
With the close variants expansion, "you'll no longer have to build and maintain lists of reworded and reordered exact match keywords to get the coverage you want," Google said. Those, who are already using reworded or reordered keyword variations, "AdWords will prefer to use those keywords identical to search queries," it said.
"Phrase match keywords aren't included in this update." This exapnsion will happen over the coming months, Google said.
According to Google, the early tests of rewording revealed that this may "help advertisers to see up to 3% more exact match clicks on average" while maintaining comparable clickthrough and conversion rates.
With this update, exact match will also ignore function words to match with similar queries, and should only happen "when it won't change the meaning of a keyword" —- like 'in' from 'hotels in new york' will be ignored because it don't affect the meaning. However "to" in 'flights to new york' wouldn't be ignored, because a 'flight from new york' is not the same as a 'flight to new york,' Google explained.
"Function words" if you don't know, "are prepositions (in, to), conjunctions (for, but), articles (a, the) and other words that often don't impact the intent behind a query."
Now, exact match will also match with queries where two keywords share the same meaning but may have the word order slightly different—for example, 'buy new cars' and 'new cars buy'—since both have same menaing but are reordered variations of the keyword will be matched with queries.
Google further notes, "word reordering won't add any words to keywords, and they keywords won't be reordered to match with a query when it changes the original meaning of those keywords." For example, [SFO to JFK] shouldn't match to "JFK to SFO" keyword query, because the destination is different.
Going forward, Google advises to use RLSA, Smart Bidding, the search terms report and negative keywords to help shape your traffic and reduce costs.
Check out, this keyword best practices to learn more about this change.