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Michael Shore
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Very interesting AdWords change coming down the pipeline!
Google AdWords Changes Keyword Matching Functionality

Changing how search advertisers think of "exact match" Google today announced variant matching on exact and phrase match keywords. Starting in late September, Google will consider serving an ad for queries where keywords are close variants of an advertiser's keywords.

Our SEM Manager +Michael Shore provided this screenshot comparing the performance of exact match keywords vs. close variant queries. Note the lower conversion rate and higher CPA on close variant queries.

Google recommends "adding negative keywords -- including close variants you don't want to match for -- to shape traffic and reduce cost." For our own #PPC  clients, Michael and team will be adjusting negative keyword selections to ensure a tighter match among close variants.

Google's announcement on the #AdWords  blog:
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