Improving precise match and phrase match on Google

When folk search for your products or services on Google, they probably misspell a word every now and then. In mid-May, we are making improvements to our precise and phrase matching options so your ad will qualify to show when folk search for close alternatives. Yes, that includes misspellings of your keywords. As well as misspellings, other close variations include singular and plural forms, acronyms, stemming's like floor and flooring, abbreviations, and accents. 

With Google improved exact matching and phrase matching, you can better target your advertisements, helping to enhance your clicks and impressions. 

Improving precise match and phrase match on Google 

Google will use your exact keyword, and not close alternatives, to establish your Quality Score and first page bid guess. This indicates that when a close variant of your precise match keyword shows your ad, it won't affect your Quality Score or first page bid guesstimate. 

With Google improved exact and phrase matching, Google will also show your ad when a person searches for close variants of your actual match and phrase match keyword. This implies you can broaden your reach to consumers who search for close alternatives of your keywords, while still having more precise control of which key terms trigger your advertisements.