Check out our video where we cover Google Ads Keyword Close Variants aka Google AdWords Keyword Variations. You are automatically opted into using close variant keywords when you start using Google Ads and targeting keywords in your search campaigns. Surfside PPC Article:
Close Variants Definition:
With keyword close variants in Google Ads, your keywords will match to searches that are similar, but maybe not identical to the keywords you are targeting. When people are typing into Google, Google focuses on their search intent and whether or not their search term is a close keyword variation on the keywords you are targeting. You no longer need to build out a list of every keyword that someone may type in to Google for your Google Ads campaigns.
Exact, phrase, and broad match modifier keywords are all eligible to match to close variants.
Keyword Variants Will Include:
- Misspellings
- Singular or plural forms
- Stemmings (for example, floor and flooring)
- Abbreviations
- Accents
- Reordered words
In the past, you may have created different ad groups for misspellings, plural versions of keywords, and reordered words. But today, with close variations, you really need to focus on the most popular keywords that people type in and not worry as much about all the different variations that may happen when people enter a search term. Google Ads has created an advertising platform that is smart enough to understand user intent and the products and services that people are looking for. Therefore, Broad Match Modifier, Phrase Match, and Exact Match keywords can all match every search term that will be relevant for the keywords you are targeting.
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