<< by Tad Miller on April 18th, 2012
Google just announced its “New Matching Behavior for Phrase and Exact Match Keywords” for Google Adwords:
Starting in mid-May, phrase and exact match keywords will match close variants, including misspellings, singular/plural forms, stemmings, accents and abbreviations. Based on our research and testing, we believe these changes will be broadly beneficial for users and advertisers.
People aren’t perfect spellers or typists. At least 7% of search queries contain a misspelling, and the longer the query, the higher the rate.
As an agency that handles Pay Per Click advertising for advertisers both large and small the news that searchers can’t spell very well is not a shock at all. In fact, 7% seems like a low percentage of typos in the search queries we see. That being said, we will NOT be using the new feature, dubbed in some circles as “Near Match” for our clients.