7% Of Searches Are Misspelled: Google AdWords To Change Match Type Settings

Apr 18, 2012 • 8:36 am | comments (9) by twitter Google+ | Filed Under Google AdWords

G is for GoogleGoogle announced that in about 30 days from now, the way they handle AdWords match types for exact and phrase based matching will change. Going forward, Google will auto-match for phrase and exact match even for variants including misspellings, singular/plural forms, stemmings, accents and abbreviations.

Why? Google has said that over 7% of all queries contain misspellings. Google also explained that Google's organic results already do this and they want to make sure the AdWords results do the same. Google added that in early tests it has led to an increase in clicks by 3%.

Here is an example:

AdWords Exact Variant Options

Don't like that Google is doing this? Don't worry, you can turn it off. Once Google activates this log in to AdWords and select the campaign settings tab. Under “Advanced settings” select Keyword matching options. There will be an option to turn it off there, here is a picture:

AdWords Exact Variant Options

Forum discussion at WebmasterWorld.

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Ron Coachman

04/18/2012 03:17 pm

Tucked it away in the settings and they prob left it on by default the jokers. What they should do is include misspellings when you using google keyword tool during keyword research.


04/18/2012 03:33 pm

Nice an Opt Out.  Just for all of you thinking it makes no difference in search.  If someone searches for the word "Headache" it means I need an aspirin, if someone searches for the word "Headaches", that may be because of a persistent condition..AKA Migraines.  Be very careful opting into this feature.


04/18/2012 04:52 pm

Thank you Google for automatically opting-in all of our campaigns for all of our clients.  I really like the fact that you enjoy spending our money for us and our clients' money.  Better yet, I really enjoy the fact that we'll have to manually go into hundreds of campaigns just to opt-out because you made it as difficult as possible to reach the setting.

Vasko Tashevski

04/19/2012 01:14 pm

Great news! This can be a real time saver.

Sean Weigold Ferguson

04/19/2012 11:06 pm

Make your Google reps do it.

Deb DiBiasie

05/14/2012 05:20 pm

Thank you,excellent update on Google happenings! hope you feel better-

Joseph Smith

05/19/2012 01:06 am

duh, they do

Joseph Smith

05/19/2012 01:09 am

Get real and quit whining. Businesses, yes, even Google, are here to make money. Isn't that why you're in business? at least they give you an option. I really am tired of all of you who bash what you make money on.

Vlad Martinez

02/10/2013 01:52 pm

Hi there guys : Reading your article I wondered if broad modified keywords could allow me to avoid creating huge misspelling keywords lists as I'm currently doing. what do you think about it ? thanks

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