Changes To Exact And Phrase Match In Google AdWords
There were more than a few rumblings of discontent among PPC professionals when Google announced that they would be ‘improving’ phrase and exact match.
Starting in mid-May, phrase and exact match keywords will match close variants, including misspellings, singular/plural forms, stemmings, accents and abbreviations.
I think it does make sense to do this, but if you disagree, you can still opt out.
If you don’t want the potential for more clicks and prefer to maintain the current matching behavior in your campaign, you’ll still have that option. In the coming weeks, we’ll begin rolling out controls which will allow you to adjust your keyword matching options. Once they’re live, log in to AdWords and select the campaign settings tab. Under “Advanced settings” select Keyword matching options.
So, for once, I guess everyone can be happy with a fairly major change in AdWords (unless you are currently in the unlikely position of being able to make a lot of profit from misspellings as competitors are not targeting them)..
Full details of the changes – AdWords Blog.