With close variants, ads trigger on search queries that closely resemble the keyword — plurals, misspellings, abbreviations, and the like — while still adhering to the original search intent. In this announcement, Bing Ads said it has found that adding close variants to phrase match improved click volume upwards of 5 percent overall.
Below are examples of how this change will affect the types of queries phrase match keywords can now trigger. These changes are still only live in the U.S.Advertisers can opt out of close variants in Bing Ads, for now. The move to enable close variants on the platform followed Google AdWords’ decision to disable the ability to opt-out of close variants matching.
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