Back in September, we announced the release of Close Variants in Exact Match and Close Variants in Broad Match Modifier, which resulted in the inclusion of minor grammatical variations, such as plurals, abbreviations, acronyms, spacing and misspellings on your exact matches. Starting this week, Bing Ads will roll-out the inclusion of close variants in phrase match for the US market.
Given the success this technology has had on driving quality click volume to our customers for their exact and Broad Match Modifier matches, we’ve been testing this feature on phrase match as well. We found that adding close variants to phrase match improves click volume for our customers -upwards of 5% overall - by better matching the searcher intent with advertisers.
The close variants feature is designed to help optimize for you and simplify your keyword matching, ensuring that your ad shows when the query varies only slightly from the keywords you have already selected.
This will be limited to the US market for now. Below is a snapshot of examples:
Questions? Comments? Leave them below, or ping us on Twitter.