fredag 15 augusti 2014 | 09:00
Since it was introduced in 2012, advertisers have seen strong results. In fact, a vast majority of you are already matching to close keyword variations, receiving an average of 7% more exact and phrase match clicks with comparable clickthrough and conversion rates. In addition to increased keyword coverage, these incremental clicks represent valuable opportunities that are missed by "Low search volume" keywords, common for misspellings and abbreviations.
Below are just a few success stories advertisers have shared with us:
Starting in late September, we’re applying close variant keyword matching to all exact and phrase match keywords. Because close variant matching was already the default setting for campaigns, most of you won’t see a change in your keyword matching behavior. For advertisers that opted out, the option to disable close variants will be removed in September. Your exact and phrase match keywords will then begin matching to close keyword variations, allowing you to reach more of your potential customers with the right ad while aiming to lower cost per click and improve clickthrough rate.
With this update, you no longer have to build exhaustive lists of misspelled, abbreviated, and other close variations of your keywords to get the coverage you want. Instead, focus on adding negative keywords--including close variants you don’t want to match for--to shape traffic and reduce cost. This can improve your campaigns’ ROI and help deliver a better ad experience for your customers. You can learn more about the benefits of negative keywords in our new keyword white paper.
Posted by Marcus Holgersson