AdWords has always been an effective tool for any marketing strategy and Google’s latest announcement brings AdWords’ Close Variant Matching to the forefront. Anyone using close variant matching won’t have the same options as before. Before going deeper into Close Variant Matching, let’s take a closer look at what it is.
What is Close Variant Matching?
Close variant matching is basically Google’s way to helping a business target keywords which are misspelled. Google has always aimed to better understand the query of the user and then provide relevant answers. Close variant matching is one way Google does this.
Go onto Google and type ‘Top Lpatop to Buy’. Despite giving a query which has a wrong spelling and grammar, Google will give you the results you were searching for. This is close variant matching at work.
Campaigns that made use of ad words had the option to use close variant matching to target users. Google gave you three options when it came to close variant matching.
– Broad: The keywords you selected appeared any way or any order.
– Phrase: Your keywords appear as part of a search query.
– Exact: Your ad would only be displayed if the exact keyword or phrase is used.
However, Google has done away with that. So how does it affect any campaign you are running or want to run?
Working with New Close Variant Matching
Those who have used close variant matching will dislike Google for removing their competitive edge.
When you bid on one version of the keyword, you will, by default, be added the other misspelled variants of that word. You don’t have the ability to tell Google that you want to select keywords which are exact. For example, if you select Kids Scooter, you will automatically get keywords of Kid’s scooter, kidss scotar, etc.
While Google’s close variant change marks that your keywords will target a broad audience, a few keywords will automatically target a broad range of audiences who should be relevant. It will make selecting keywords in an ad campaign easy. But, how relevant are these audiences?
The new close variant matching means less control for a business. If any business does want to reach out to a specific audience with an exact keyword or phrase, it is not possible. In a way, the Google algorithm is dictating the keywords for you. It may even direct your ads to the wrong target audience.
To make up for this loss of keyword control, you can make use of negative keywords to pull out irreverent queries. For example, if a plumber uses jobs as a negative keyword, AdWords ensures that his ad does not appear on a query for Plumber Jobs because he isn’t searching for employees.
The best you or any business can do is to keep track of Google Analytics and ensure that the right keywords are used. Through this you can alter your keywords and negative keywords to get the right audience.