The social media agency has for a long time now been composing AdWords ads that account for misspellings and plurals in search queries. An update allows AdWords to now automatically match keywords in ads for misspellings and plurals, but advertisers will be able to opt out of the new changes.
There are five areas the new changes will take effect within: misspellings, plurals, stemming (“single serve” to “single serving”), accent marks, abbreviations and acronyms. Google says these differences affect almost 7% of all searches. After a trial period with some advertisers, Google says there has been a noticeable gain in search clicks. The gain has been almost 3%.
The new format will take a few months to completely rollout, so advertisers have some time to figure out if they want to opt out of the new system. It will be the rare advertiser that does opt out of this update. This is good news for the social media agency not only because it may represent a 3% boost in search clicks, but it also means less work is needed when composing search ad campaigns. No longer will the agency need to anticipate errors in customer searches and instead the agency can focus on what customers want when searching.