Posted by & filed under Keywords, Negative Keywords.

In 2014, Google announced the change in keyword matching behaviour for Exact Match and Phrase Match. You can no longer opt-out of the “Close Variants.” The close variants include singular and plural forms, stemmings, misspelling of your keywords. It means, if you have a keyword [blue widget],  your ads will get shown for queries like “blue widgets,” “blue widgetry”, “blue wigdet” and so on.

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