Importance: [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.
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