Close variants are an important feature in Google Ads that automatically expands your keyword targeting to include searches that are similar to your exact and phrase match keywords. This functionality helps advertisers capture relevant traffic that might otherwise be missed due to minor variations …Close variants are an important feature in Google Ads that automatically expands your keyword targeting to include searches that are similar to your exact and phrase match keywords. This functionality helps advertisers capture relevant traffic that might otherwise be missed due to minor variations in how users type their search queries.
Close variants include several types of variations. First, they cover misspellings, such as when a user types 'runing shoes' instead of 'running shoes.' Second, they include singular and plural forms, so a keyword like 'shoe' would also match searches for 'shoes.' Third, close variants encompass stemmings, which are words sharing the same root, like 'run' matching 'running' or 'runner.'
Additionally, close variants account for abbreviations and acronyms. For example, if your keyword is 'United States,' it might also match 'US' or 'USA.' Accents are also considered, meaning keywords will match searches with or without accent marks in languages where this applies.
For exact match keywords, close variants extend to include reordered words when the meaning remains the same, function words that can be added or removed (such as 'the,' 'for,' or 'to'), and implied words. For instance, an exact match keyword [hotels in New York] could match searches like 'New York hotels' or 'hotels New York.'
Phrase match keywords also benefit from close variants, matching queries that share the same meaning as your keyword phrase, even if the specific words differ slightly.
The purpose of close variants is to reduce the workload for advertisers by eliminating the need to create exhaustive keyword lists covering every possible variation. This feature ensures your ads reach users with relevant intent while maintaining the control that match types provide. Understanding close variants helps optimize campaigns by balancing reach with relevance, ultimately improving campaign performance and reducing wasted ad spend on irrelevant searches.
Close Variants in Google Ads: Complete Guide
What Are Close Variants?
Close variants are a feature in Google Ads that allows your keywords to match search queries that are similar to your exact or phrase match keywords, even if they are not identical matches. This includes misspellings, singular and plural forms, stemmings, abbreviations, accents, and reordered words with the same meaning.
Why Close Variants Are Important
Close variants are crucial for several reasons:
• Expanded Reach: They help capture relevant traffic you might otherwise miss due to minor variations in how people search. • Time Efficiency: You do not need to manually add every possible variation of your keywords. • Improved Performance: They connect you with users who have the same intent, even if their query differs slightly from your keyword. • Better User Experience: Searchers find relevant ads even when they make typos or use alternative phrasing.
How Close Variants Work
Close variants apply to both exact match and phrase match keywords. Here is what they include:
For Exact Match: • Misspellings (e.g., 'runnign shoes' matches 'running shoes') • Singular/plural forms (e.g., 'shoe' matches 'shoes') • Stemmings (e.g., 'run' matches 'running') • Abbreviations (e.g., 'NY hotels' matches 'New York hotels') • Accents (e.g., 'cafe' matches 'café') • Reordered words with same meaning (e.g., 'shoes running' matches 'running shoes') • Function words added or removed (e.g., 'shoes for running' matches 'running shoes') • Implied words (e.g., 'SFO to JFK' matches 'flights from SFO to JFK') • Synonyms and paraphrases with same intent
For Phrase Match: • All of the above, plus additional flexibility for word order when meaning is preserved
Key Points to Remember
1. Close variants are automatically applied - you cannot opt out of them. 2. The system prioritizes keywords that are identical to the search query before using close variants. 3. Close variants aim to match user intent, not just literal words. 4. They do not match unrelated synonyms or queries with different meanings.
Exam Tips: Answering Questions on Close Variants
Tip 1: Understand the Scope Remember that close variants apply to exact match and phrase match keywords. Broad match already has extensive matching capabilities built in.
Tip 2: Focus on Intent When evaluating whether a query would match as a close variant, ask yourself: Does this query have the same intent as the keyword? If yes, it likely qualifies.
Tip 3: Know What Qualifies Memorize the main categories: misspellings, singular/plural, stemmings, abbreviations, accents, word reordering, function words, and same-meaning variations.
Tip 4: Recognize What Does Not Qualify Close variants do not match queries with different intent. For example, 'buy running shoes' and 'sell running shoes' have different intents and would not be close variants.
Tip 5: Prioritization Matters In exam questions about keyword selection, remember that Google prioritizes exact keyword matches over close variants when determining which keyword triggers an ad.
Tip 6: Read Carefully Exam questions may test subtle differences. Pay attention to whether the query meaning changes or stays the same with word variations.
Common Exam Question Types
• Identifying which search queries would trigger a specific keyword through close variants • Understanding the benefits of close variants for campaign management • Recognizing the automatic nature of close variant matching • Distinguishing between close variant matches and non-matches based on intent