Google search behavior changes for “phrase” and “exact” match keywords

In mid-May 2012 Google will be rolling out an update on how the matching behavior works for phrase and exact-match keywords to extend to misspellings, plurals and other close variants. Previously only phrase and exact-match keywords with results if the user enters their search in the correct order, or with exactly the right word.

Google search behavior changes

Examples of two exact matches and a phrase-matched:
[clothes] “new car” [cheap airline ticket to san francisco]

Today it is required that the user types “nice clothes” who search for it to match. With the new amendment however does not mean that the user needs to enter their search criteria as above, but may, for example, write “snyga clothes” that will trigger your ad is displayed.

For phrase matching keyword “new car”, the user can for example search on “buy new cars” with the new update for your ad to appear.

The new update will trigger an ad if the user enters something like the purchased keyword, which for example include misspellings, singular / plural forms and abbreviations. At least 7% of all searches made are misspellings of Google and the longer the search phrase is the higher figure. But whether the user is good at spelling so different way to search between different users – one person might search for “cheap flights to san francisco” and another writes “cheap airline ticket from san.” With the new update, caught two of these searches into.

According to Google, “at least 7% of search queries contain a misspelling”, I could easily debate that it is even more. Particularly, when you factor in the speed in which most of us type! Google also believes that this new update will likely increase clicks by 3% in certain accounts, with the CPC remaining the same. Google organic results already do this, which leads us to think that maybe organic results and ads will be better aligned together in the coming months.

In the U.S., the update will be rolled out to all AdWords accounts in the coming weeks but do not take effect until mid-May.

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