Starting this week, Bing Ads is rolling out the inclusion of close variants in exact match in the Australian market.
Exact match will now permanently include minor grammatical variations, such as plurals, abbreviations, acronyms, spacing and misspellings.
Based on our prior testing, we found that exact match close variants helped to drive more highly qualified click volume to your campaigns, improving your presence on the queries that were the most relevant to your products and services.
In aggregate, tests resulted in a 2-3% increase in exact match clicks without impacting your ROI.
Exact match close variants has been designed to match your ad to queries that represent exactly the same intent to those you are already using.
The close variants feature does the work to optimise for you, ensuring that your ad shows when the query varies only slightly from the keywords you have already selected.
This change covers the below close variant types:
We will continue to provide the tools to control your participation across the Bing Ads UI, in Bing Ads Editor and the API. To indicate your preference for this feature, go to "Advanced Settings", and then choose your preference in the "Keyword Matching Options" section.
Thank you for your continued support.
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 Internal Microsoft data, August – September 2014