{"id":117071,"date":"2012-04-23T18:28:00","date_gmt":"2012-04-23T23:28:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/google-plays-match-breaker-with-adwords-more-options-for-marketers-or-more-dough-for-google\/"},"modified":"2024-12-31T05:52:20","modified_gmt":"2024-12-31T10:52:20","slug":"google-plays-match-breaker-with-adwords-more-options-for-marketers-or-more-dough-for-google","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-ca\/insights\/blog\/paid-media\/google-plays-match-breaker-with-adwords-more-options-for-marketers-or-more-dough-for-google\/","title":{"rendered":"Google Plays Match Breaker with Adwords: More Options for Marketers or More Dough for Google?"},"content":{"rendered":"

Google quietly made some pretty big changes to its long-standing keyword matching options<\/a> within Google Adwords earlier this week, altering the way its exact and phrase match types will trigger keywords. The long and short of it is that keywords set to these match types will now include what Google is referring to as “close variants” like misspellings, abbreviations, plurals, etc.<\/p>\n

This isn’t the only recent change in Adwords match types. Google has been gradually rolling out its modified broad match<\/a> over the past two years. That change has been well received, as it gives search marketers a happy medium between the extremely wide net of broad match and the much more restricted territory of phrase match (for more on Adwords match types, click here<\/a>).<\/p>\n

The big difference with these changes is that they represent fundamental shifts in the way that Google’s longstanding match types will work. I’m a bit surprised that they didn’t just come out with new match types called modified exact and modified phrase, as this is essentially what the new match types will be. The fact that they didn’t should be a clue to what’s coming.<\/p>\n

So what will the impact be? Google, not surprisingly, is claiming that this will be a benefit to the user and the advertiser (they don’t mention the benefit to Google – more on that later). One interesting nugget in the announcement is that more than 7% of searches include misspellings. That part of the change should almost certainly be a boon to search marketers<\/a>\n

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