Before now, AdWords phenoms have had to list paid search keywords to encompass common misspellings and close variant keywords. Keywords like 'red chaisr' would not match out to 'red chairs,' even though they were clearly typos. Google's team has recognized that about 7% of search queries are misspelled and, therefore, wants to help make both the users' and search marketers' lives easier.
In May, AdWords will roll out a feature that will trigger paid search ads to show when a user types in a close variant or a slight misspelling. For example, the keywords in column 2 do not match out to ads with column 1 keywords listed as exact or phrase match keywords (before now):
1. Waterproof sunblock | single serve coffee maker
2. Waterpoof sunblock | single serving coffee maker
Now that Google understands the user's need for compensation when mistyping or misspelling, it will offer this matching service automatically. This means no more having to list common misspellings and typos in your paid search keyword lists, which should be a great relief when building your keyword lists.
Google says that during experimentation with the new tool, 'advertisers [got] a third or more of their clicks from phrase or exact match. On average, the new matching behavior increased AdWords search clicks by 3%, with comparable CPCs.' We think it's great Google AdWords is implementing a change that will aid both the user and search marketer, and we hope to see success as the new match behavior is proved out.
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