Q: Why Am I Seeing So Many Different Search Queries From My Exact Match Keywords?
In 2012, Google introduced close variants as a new matching behavior, which was modeled after their organic search systems that detect and compensates for misspellings. Close variant helps to ensure your target audience doesn’t miss out on important queries related to your company’s keywords.
Google has recently expanded close variants to Phrase Match and Broad Match Modifier. Now matched words can be in any order, without requiring them to be next to each other. Advertisers can expect a 3-4% increase in clicks and conversions.