Close variants is a technique introduced to help AdWords advertisers to set a keyword variant for their campaign. This enables campaigns to match incorrectly spelled keywords to the correct term. It is a known fact that more than 7% of Google searches contain a misspelling. It essentially means that someone who is searching for “science teachers” can actually type “sience techers” and the search box will automatically display the exact match “science teachers” in search engines result pages (SERPs) (if the advertisers have included the variant in their campaign.)
People actually expect to get the best result for what they search, no matter how bad (or incorrect) their search query may be.
How does it affect advertisers AdWords?
Since it was introduced, many advertisers have been sharing success stories after they have seen strong results. According to Google, many advertisers who set the close variants are receiving an average of 7% more exact match clicks. The increase in click-through also encourages the conversion rates.
How to control the complexity
Since close variants helps to match misspelled keywords, it is advisable to limit the list of variants and focus more attention on adding negative keywords you wouldn’t want to match. Doing this will shape your traffic and reduce unnecessary cost, thereby improving your campaigns. It is good to keep eye on the performance of keywords variation when monitoring the performance of your campaign. You can also adjust it for better performance throughout the campaign time period.
Generally, the broader the matching option, the more the traffic potential that keyword has. In the other hand, the narrower the matching option, the more relevant the result to the search term.
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