Black Friday Sale - Up To 57% Off
Use the RACE Growth System to develop your digital strategies, improve process
efficiency and stay relevant with the latest digital marketing techniques including AI
See what's includedImportance: [rating=4] (If you’re not already using this feature)
Recommended link: AdWords official announcement
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:
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:
"Whether it’s “kid scooters”, “kid’s scooter”, or “kids scooters”, people interested in buying a scooter for their child want to see the most relevant ads despite slight variations in their search query”.
Whether this is relevant to you as an AdWords advertiser and whether you need to discuss with your agency or search specialists depends on whether you have opted out of using close keyword variations previously.
Google estimates that this technique drives an average of 7% more exact and phrase match clicks with comparable clickthrough and conversion rates, so if you’re not using it already it’s a technique we thought worth alerting readers about.
Google also mention a new keyword matching whitepaper which could be worth downloading if you’re not fully up-to-speed on keyword matching.
By Dave Chaffey
Digital strategist Dr Dave Chaffey is co-founder and Content Director of online marketing training platform and publisher Smart Insights. 'Dr Dave' is known for his strategic, but practical, data-driven advice. He has trained and consulted with many business of all sizes in most sectors. These include large international B2B and B2C brands including 3M, BP, Barclaycard, Dell, Confused.com, HSBC, Mercedes-Benz, Microsoft, M&G Investment, Rentokil Initial, O2, Royal Canin (Mars Group) plus many smaller businesses. Dave is editor of the templates, guides and courses in our digital marketing resource library used by our Business members to plan, manage and optimize their marketing. Free members can access our free sample templates here. Dave is also keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing. My personal site, DaveChaffey.com, lists my latest Digital marketing and E-commerce books and support materials including a digital marketing glossary. Please connect on LinkedIn to receive updates or ask me a question.
Turbocharge your results with this toolkit containing 6 resources
The Paid Media toolkit contains:
Start your Digital Marketing Plan today with our Free membership.
Recommended Blog Posts
Do you understand your Google Ads conversion journey? As Ralph Waldo Emerson supposedly said, ‘Life is a journey, not a destination.’ When it comes to arriving at the right revenue destination for your paid media campaigns, the journey can mean …..
The #MarketingMinds series share real-world stories from marketers showing how digital marketing has helped them develop their careers or businesses. Marketing Mind: Newaz Chowdhury My name is Newaz but I also go by Oz. I help run marketing projects within …..
Stay on top of the latest advancements in paid search by taking a look at the big PPC trends for 2020 that are set to take the digital marketing industry by storm. As the world of Pay-Per-Click (PPC) becomes increasingly …..
