Improving actual match and phrase match on Google

When folk search for your products on Google, they probably misspell a word every so often. In mid-May, we are making improvements to our exact and phrase matching options so your ad will be eligible to show when folks search for close alternatives. Yes, that includes misspellings of your keywords. As well as misspellings, other close variations include strange and plural forms, acronyms, stemming's like floor and flooring, abbreviations, and accents. 

With Google improved precise matching and phrase matching, you can better target your adverts, helping to enhance your clicks and impressions. 

Improving precise match and phrase match on Google 

Google will use your actual keyword, and not close variants, to determine your Quality Score and first page bid guess. This indicates that when a close alternative of your actual match keyword shows your ad, it will not influence your Quality Score or first page bid guess. 

With Google improved actual and phrase matching, Google will also show your ad when a person searches for close variations of your actual match and phrase match keyword. This implies you can broaden your reach to consumers who search for close variants of your keywords, while still having more precise control of which key terms trigger your ads.