Close variants

Close variants mean you do not have to list every plural, typo and word order. An exact match keyword can match searches with the same meaning, not only the same words.

Negative keywords do not get close variants. A negative does not cover plurals or synonyms, so job does not block jobs, and the plural has to be added by hand.

1. Open Insights and reports, then Search terms, and compare each search with the keyword that matched it.
2. Look at the Match type column for searches matched as close variants of exact or phrase.
3. Read your negative lists for words missing their plural or a synonym.
4. There is no setting to turn close variants off.

The exact keyword [plumber london] matches london plumber and plumbers in london. The negative course does not block courses, so the account keeps paying for plumbing courses until the plural is added.

• Expecting negatives to block plurals and synonyms.
• Assuming exact match means only the exact words.
• Adding every plural as its own positive keyword, which only splits data.

The audit checks Oppy runs on this, each with its own page.

• Negatives that let their plural through
• The same keyword bought at two very different prices
• How much of the budget Google chose

• Match type: How closely a search must match a keyword for the ad to show: broad, phrase or exact.
• Exact match: The narrowest keyword match type: ads show on searches with the same meaning as the keyword, including close variants.
• Negative keyword: A word or phrase that stops ads from showing on searches containing it.