This blog was originally posted on http://www.rso-consulting.com.
All Google AdWords customers who use exact and phrase match keywords can expect a bump in their ad impressions by fall, but that doesn’t mean you have to wait around to experience the benefits of this huge PPC advertising update.
By the end of September, all Google Adwords accounts that employ exact match and phrase matching options will include close variant keyword matching by default.
That means, if you’ve been opting out of the close variant option to this point, you won’t have a choice in the near future.
Close variant keywords will include misspellings, acronyms, abbreviations, stemmings, accents, and singular and plural forms of chosen keywords.
In general, this change increases the volume of consumers who will see (and hopefully interact with) your ad by providing more exposure in search ad placement.
It helps target low volume keywords as well as searches that contain mistakes, which Google admits happens 7 percent of time.
Why We Say, “Act Now!”
Google AdWords customers don’t have to wait for the official kickoff to convert to the close variant keyword matching option.
In fact, we are encouraging clients to make the switch sooner rather than later, based on the fact that those already using the option are experiencing a 7 percent increase in exact and phrase match clicks.
Even better is the fact that these improvements are happening without much disturbance in ad spend, a welcome gesture for organizations that dedicate a large portion of their marketing budget on PPC advertising.