Keyword close variants: Definition

Close variants allow keywords to match to searches that are similar, but not identical, to the targeted keyword and help you connect with people who are looking for your business – despite slight variations in the way they search – reducing the need to build out exhaustive keyword lists to reach these customers.

By default, all keyword match types are eligible to match to close variants. There is no way to opt out.

For exact match keywords, close variants may also include:

Close variant

Description

Available in these languages

Words with closely related syntax

This may include misspellings, singular or plural forms, stemmings (for example, floor and flooring), abbreviations or accents.

All languages

Reordered words with the same meaning

For example, [shoes mens] and [mens shoes].

Adding or removing function words

Function words are prepositions (like in or to), conjunctions (like for or but), articles (like a or the) and other words that don’t impact the intent of a search. For example, [shoes for men] is a close variant of [men shoes] with the function word “for” removed.

Implied words

For example, if your exact match keyword is [daydream vr headset], your ads may show on searches for “daydream headset” since “vr” is implied.

English, Spanish, German, Japanese, French, Italian, Portuguese, Russian, Hungarian, Turkish, Polish, Chinese (Traditional), Chinese (Simplified), Dutch, Arabic, Finnish, Hebrew, Greek, Swedish, Indonesian, Korean, Danish, Thai, Vietnamese

Synonyms and paraphrases

For example, if your exact match keyword is [bathing suits] ads may also show on searches for “swimming suits”.

Same search intent

For example, if your exact match keyword is [images royalty free] ads may also show on searches for “free copyright images.”

Broad match modifier and phrase match close variants may also include:

Close variant

Description

Available in these languages

Words with closely related syntax

This may include misspellings, singular or plural forms, stemmings (for example, floor and flooring), abbreviations or accents.

All languages

Reordered words with the same meaning

For example, the phrase keyword “red shoes” may show on searches for “running shoes red”.

English, Dutch, German, French, Spanish, Portuguese, Italian, Japanese, Russian

Adding or removing function words

Function words are prepositions (like “in” or “to”), conjunctions (like “and” or “but”), articles (like “a” or “the”), and other words that don’t impact the intent of a search. For example, the phrase match keyword 'hats for winter' could match to searches for 'winter hats on sale' with the function word 'for' removed.

Implied words

For example, if your phrase match keyword is “daydream vr headset”, your ads may show on searches for “daydream headsets for sale” since “vr” is implied.

Synonyms and paraphrases

For example, if your broad match modifier keyword is +bathing +suits, your ads may also show on searches for “red swimming suits.”

Same search intent

For example, if your phrase match keyword is “images royalty free” ads may also show on searches for “free copyright images of football”.


Note: Language is determined by the language of the user’s search terms. For example, if a user searches using words that are specific to German, then the language would be detected as German, even if the user is searching in Spain.
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