Are Google Adwords searches an important part of your marketing strategy? If you haven’t heard the news yet, you need to know that Google has announced another change to the way exact match targeting works in AdWords.
Google will soon ignore word order and function words in AdWords. This will not only include plurals but close variants like typos and abbreviations and will be broadened to include word ordering and function words. As such, you might need to rethink your current strategies.
According to Google you could see as much as a 3 percent increase in exact match clicks while keeping comparable click-through and conversion rates. The change means you will need to be diligent about mining search query reports and anticipate unintended consequences when word order matters.
Ginny Marvin, in her report on Search Engine Land, has done a great job of covering everything you need to know about this change.
- Variations in keyword order can often change the meaning of a keyword phrase.
- Google introduced close variants in 2012 so as to capture plurals, misspellings and typos.
“On Friday afternoon, Google announced another change to the way exact match targeting works in AdWords. Matching for close variants — plurals, typos, abbreviations, adverbs and so on — will be broadened to include variations in word order and function words in the coming months.”