Posted:
Monday, September 29, 2014
Comments: 0
A couple weeks ago I wrote a post about how Google AdWords was forcing all advertisers to use close variants on exact matches by removing the opt out option. As is usually the case, BingAds is following AdWords leads. BingAds announced that they are making close variants on exact matches a permanent feature on BingAds — they had been testing the feature earlier in the month.
If you didn’t read my earlier post, here’s a refresher on close variants. Close variants include search queries that are close to, but not exact matches to the keywords. This includes misspellings, plurals and abbreviations. Here are some examples.
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Variant Type
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Example
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Plural vs. Singular
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Used car dealer vs. used car dealers
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Stemming
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Buying a car vs. buy a car
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Misspellings
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Hyundai dealership vs. Hyundia dealership
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Word blending/Splitting
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Buy here payhere car lot vs. buy here pay here car lot
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Common Spelling Variation
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Movie theater vs. movie theatre
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Punctuations and Accents
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Certified pre-owned cars vs. certified pre owned cars
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Google’s controversial decision to remove any ability to opt out of close variants in AdWords rubbed some advertisers thee wrong way. BingAds took notice and is maintaining the advertisers choice to opt out of close variants on exact match keywords. You can make that change at the campaign level by going to Advanced Settings > Keyword Matching Options.
