The changes mean that the way exact and phrase match terms as well as misspellings, singular and plural versions of the words, stemming, accents and abbreviations behave will be altered.
The changes are happening this month and users have been told that this change is a positive one. Matthew investigates not just what Adwords are telling us but also the drawbacks that may occur as a result of this change.
One of the drawbacks he has highlighted is that the use of singular and plurals of the words often assume different meanings other than quantity. He shows how “mobile phones” may imply that a person is looking to see a range of phones where as “mobile phone” implies a more informational purpose.
An area he is least worried about is misspellings as from historical data we can see that they convert nearly as well as the exact term.
The area Matthew is most concerned about is abbreviations as they can often take on multiple meanings and interpretations and therefore the conversion rate is a lot lower than the full term.
Matthew talks about embracing the new changes rather than opting out as the latter option will probably be faded out in the future. Also if you are unsure about certain terms, a great way to filter out unwanted traffic is through negative keywords and reduces risk.
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