Close Variant Matching: How to Know When “Close Enough” Is Good Enough
About 18 months ago, Google AdWords made a significant change in how keywords trigger ads. If you use Phrase and Exact Match ads, AdWords also now automatically uses Close Variant Matching. Previously, this was the default but you could – and many did – opt out of it. Now, that’s not possible.
What does this change mean and why should you care? We cover that in some detail in “Horseshoes, Hand Grenades…and Now Google Close Variant Matching,” which was originally published on The Social Media Monthly (February 2, 2015.)
But the short answer is this change means your costs could rise and control over your keywords could drop – if you don’t actively manage your campaigns. For example, if you use “hard drive” in an ad group, it could be shown to people who search for “hardly driven” used cars. That’s not exactly an ideal prospect for you.
However, Close Variant Matching can be extremely beneficial to you by pulling in “hits” from people who misspell, mistype or fall victim to dreaded “autocorrect” errors. Close Variant Matching also accommodates abbreviations and acronyms, so you can gain exposure for some terms without having to pay for another keyword.
We explained this in the Google AdWords Workshop: How Consistent Evaluation & Consolidated Keywords Yield Greater Exposure with Your Prospects. You can review the presentation from that workshop below.
In many cases, “Close enough” might be good enough. That’s your call. Once you understand how Close Variant Matching works and how you can regain control over your Google AdWords campaigns, you’ll be in a better position to make the right decision for your business.