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Since the number of internet users has increased, their queries have evolved. Now, this was Google’s turn to bring some changes. Much has changed now. A further improvement has been done by Google on the close variant. This time Google has extended the same meaning close variant to phrase match and broad match modifier.

How Google climbed up the ladder of changes over time

  • It was started in 2014 when Google included the plural, misspellings, phrase match keywords, etc. therefore ending the game of the “exact match”. Clothing instead of cloths, for example.
  • In 2017 it further evolved to include a word order and function words to close variant. Meaning thereby, if you search “best hotels near me” or “hotel best near me” then will show the same results.
  • Moving on another rung of the ladder it now includes synonym or same meaning words. If the word searched implied the same meaning to the exact match keyword, it will show the same result.

This change has extended the scope for advertisers. How? As the matching is not tightly controlled, advertisers can expect their ads to pop up on new queries.

Machine Learning is a new normal today so it can efficiently fill up the loopholes. Advertisers will get relief from creating an all-encompassing list of keywords.

A broad look on changes

Misspellings, abbreviations, accent, plural or singular were included in a close variant. Now it will also have same meaning queries. Also, a broad match modifier keyword can match queries in any word order.

How it matters?

According to Google, now there is a wide area for advertisers using phrase and broad match modifier keywords. They will not miss out on the opportunity of new queries. They can see a significant increase in click and conversions (around 3% to 4%) on those keywords.

All these changes will bring advantages to advertisers who have to predict keywords for Google to optimize things. This subtle change will bring a paradigm shift for SEM who was obsessed with match-type keywords and query matching.