Google AdWords Upsets Advertisers By Expanding Meaning Of Close Variants

Late Friday afternoon, Google announced they are changing the behavior of how close variants works in Google AdWords. Google said “over the coming months weâre expanding close variant matching to include additional rewording and reordering for exact match keywords.” Advertisers, as a whole, are not happy about this change – which is why Google timed the announcement for a late Friday afternoon.

Google said “early tests show advertisers may see up to 3% more exact match clicks on average while maintaining comparable clickthrough and conversion rates,” of course. But advertisers want more control, not less.

It's only fair to share...Share on FacebookShare on Google+Tweet about this on TwitterShare on LinkedInPin on PinterestShare on RedditShare on StumbleUponDigg thisShare on TumblrPrint this page