From September, advertisers using Google AdWords will no longer have the ability to de-select close variants. Close variants matching is an AdWords feature that allows ads to occur on misspellings and close variations to keywords within a campaign.
The ability to de-select close variants gives smaller advertisers the flexibility to run more optimised Adwords campaigns and avoid triggering unnecessary ads, which can be a drain on budget.
With close variants automatically activated, however, campaigns will cast a wider net with search terms and SMEs will struggle to reach the same level of precision as before. Read More