Google AdWords Close Variants Expansion and What It Means For Your Business

Partner Article

Managing Google AdWords Close Variants Expansion changes

As anyone in paid search will be aware, Google like to update and change how AdWords works quite frequently – for better or worse. If anything, this makes working in paid search interesting as it does not stand still. Below, I will briefly outline what these changes are and how you should optimise your account…

On March the 17th 2017, Google announced they were expanding close variant matching to include additional rewording for exact match keywords. This marks a significant change from the previous function of close variants which allowed AdWords to primarily match for plural and misspelt search terms through your exact match keywords. These changes will affect English and Spanish language account before being rolled out to other languages.

Google says “Early tests show advertisers may see up to 3% more exact match clicks on average while maintaining comparable clickthrough and conversion rates“, but exact match close variant keywords tend to have a poorer performance across CTR (click through rate) and CVR (conversion rate).

So what should you do about this?

We’ve identified a brief set of actions that will help ensure exact match close variants don’t start to negatively impact your CTR and CVR, as well as potentially reducing your cost per click.

Read our latest blog at www.brassagency.com/latest to make sure you have the most up-to-date information on how to manage your Google Adwords account.

FIND OUT HOW BRASS CAN HELP YOU WITH YOUR PAID SEARCH MARKETING NEEDS.

Email: hello@brassagency.com Call: 0113 230 4000 Visit: www.brassagency.com

This was posted in Bdaily's Members' News section by Brass .

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content
headline
mainImage
profile
title
__currentLoopData
tag
loop
picture
caption
sectors
regions

Params
0	`obLevel`
1	`__env`
2	`app`
3	`errors`
4	`article`
5	`body`
6	`canonicalUrl`
7	`sponsored`
8	`sponsored2024`
9	`content`
10	`headline`
11	`mainImage`
12	`profile`
13	`title`
14	`__currentLoopData`
15	`tag`
16	`loop`
17	`picture`
18	`caption`
19	`sectors`
20	`regions`

layouts._tracking (resources/views/layouts/_tracking.blade.php)19blade


obLevel
__env
app
errors
article
body
canonicalUrl
sponsored
sponsored2024
content
headline
mainImage
profile
title
__currentLoopData
tag
loop
picture
caption

Params
0	`obLevel`
1	`__env`
2	`app`
3	`errors`
4	`article`
5	`body`
6	`canonicalUrl`
7	`sponsored`
8	`sponsored2024`
9	`content`
10	`headline`
11	`mainImage`
12	`profile`
13	`title`
14	`__currentLoopData`
15	`tag`
16	`loop`
17	`picture`
18	`caption`

uri: GET articles/{year}/{month}/{date}/{slug}
middleware: web
as: articles.article
controller: App\Http\Controllers\ArticleController@getArticle
namespace: App\Http\Controllers
prefix: /articles
where
file: app/Http/Controllers/ArticleController.php:58-111

26 statements were executed, 7 of which were duplicated, 19 unique68.91ms

select * from "articles" where "published_at"::date = '2017-03-30' and "slug" = 'managing-google-adwords-close-variants-expansion-changes' and "type" != 'blog' and "articles"."deleted_at" is null limit 1

23.55ms/app/Database/Articles.php:27production

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Bindings	0. 2017-03-30 1. managing-google-adwords-close-variants-expansion-changes 2. blog
Backtrace	16. /app/Database/Articles.php:27 17. /app/Infrastructure/Cache/Articles.php:30 18. /app/Http/Controllers/ArticleController.php:61 21. /vendor/laravel/framework/src/Illuminate/Routing/ControllerDispatcher.php:45 22. /vendor/laravel/framework/src/Illuminate/Routing/Route.php:219

select "tags".*, "taggables"."taggable_id" as "pivot_taggable_id", "taggables"."tag_id" as "pivot_tag_id", "taggables"."taggable_type" as "pivot_taggable_type" from "tags" inner join "taggables" on "tags"."id" = "taggables"."tag_id" where "taggables"."taggable_id" in ('851f7031-8e32-4131-829f-c9b4cc34907e') and "taggables"."taggable_type" = 'article' and "tags"."deleted_at" is null

4.83ms/app/Http/Controllers/ArticleController.php:80production

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select * from "profiles" where "profiles"."id" = '43901004-e921-480f-8188-27c0ca5ce443' limit 12.33ms/app/Views/Analytics/PublishedItem.php:36production

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select * from "editors" where "editors"."profile_id" = '43901004-e921-480f-8188-27c0ca5ce443' limit 11.16ms/vendor/laravel/framework/src/Illuminate/Support/Traits/ForwardsCalls.php:23production

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select "images".*, "imageables"."imageable_id" as "pivot_imageable_id", "imageables"."image_id" as "pivot_image_id", "imageables"."imageable_type" as "pivot_imageable_type", "imageables"."caption" as "pivot_caption" from "images" inner join "imageables" on "images"."id" = "imageables"."image_id" where "imageables"."imageable_id" = '851f7031-8e32-4131-829f-c9b4cc34907e' and "imageables"."imageable_type" = 'article' and "images"."deleted_at" is null

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select "images".*, "imageables"."imageable_id" as "pivot_imageable_id", "imageables"."image_id" as "pivot_image_id", "imageables"."imageable_type" as "pivot_imageable_type" from "images" inner join "imageables" on "images"."id" = "imageables"."image_id" where "imageables"."imageable_id" = '43901004-e921-480f-8188-27c0ca5ce443' and "imageables"."imageable_type" = 'profile' and "images"."deleted_at" is null

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Backtrace	19. view::frontend._artivent:58 21. /vendor/laravel/framework/src/Illuminate/View/Engines/CompilerEngine.php:59 22. /vendor/laravel/framework/src/Illuminate/View/View.php:142 23. /vendor/laravel/framework/src/Illuminate/View/View.php:125 24. /vendor/laravel/framework/src/Illuminate/View/View.php:90

select * from "premium_memberships" where "premium_memberships"."profile_id" = '43901004-e921-480f-8188-27c0ca5ce443' and "premium_memberships"."profile_id" is not null limit 1

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select * from "editors" where "editors"."profile_id" = '43901004-e921-480f-8188-27c0ca5ce443' limit 1610μs/vendor/laravel/framework/src/Illuminate/Support/Traits/ForwardsCalls.php:23production

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select * from "editors" where "editors"."profile_id" = '43901004-e921-480f-8188-27c0ca5ce443' limit 1510μs/vendor/laravel/framework/src/Illuminate/Support/Traits/ForwardsCalls.php:23production

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select * from "profile_pages" where "profile_pages"."profile_id" = '43901004-e921-480f-8188-27c0ca5ce443' and "profile_pages"."profile_id" is not null limit 1

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select * from "editors" where "editors"."profile_id" = '43901004-e921-480f-8188-27c0ca5ce443' limit 1770μs/vendor/laravel/framework/src/Illuminate/Support/Traits/ForwardsCalls.php:23production

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select * from "editors" where "editors"."profile_id" = '43901004-e921-480f-8188-27c0ca5ce443' limit 1770μs/vendor/laravel/framework/src/Illuminate/Support/Traits/ForwardsCalls.php:23production

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select * from "partners" where "partners"."deleted_at" is null order by "created_at" asc3.27ms/app/Domain/Partners/PartnerRepository.php:58production

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select "images".*, "imageables"."imageable_id" as "pivot_imageable_id", "imageables"."image_id" as "pivot_image_id", "imageables"."imageable_type" as "pivot_imageable_type", "imageables"."caption" as "pivot_caption" from "images" inner join "imageables" on "images"."id" = "imageables"."image_id" where "imageables"."imageable_id" = 'bc10c42f-ed28-4810-b1c9-ad5f5e75d131' and "imageables"."imageable_type" = 'article' and "images"."deleted_at" is null limit 1

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select "images".*, "imageables"."imageable_id" as "pivot_imageable_id", "imageables"."image_id" as "pivot_image_id", "imageables"."imageable_type" as "pivot_imageable_type", "imageables"."caption" as "pivot_caption" from "images" inner join "imageables" on "images"."id" = "imageables"."image_id" where "imageables"."imageable_id" = '61fdb3d2-dc48-4ed2-addc-2b628ee90b43' and "imageables"."imageable_type" = 'article' and "images"."deleted_at" is null limit 1

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select "images".*, "imageables"."imageable_id" as "pivot_imageable_id", "imageables"."image_id" as "pivot_image_id", "imageables"."imageable_type" as "pivot_imageable_type", "imageables"."caption" as "pivot_caption" from "images" inner join "imageables" on "images"."id" = "imageables"."image_id" where "imageables"."imageable_id" = '1b2e71ec-cab4-4833-bf36-39846c13bd0e' and "imageables"."imageable_type" = 'article' and "images"."deleted_at" is null limit 1

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Managing Google AdWords Close Variants Expansion changes

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