Question

With Google's close variant triggers, how do I know if I should be bidding on a particular term? For example, should I be bidding on something like "dui law firm" if it can possibly be triggered by "dui law office"? Or do I bid on both and see what the search terms report says when I get enough data?  

Answer 1

In close variant these two terms wont be triggered in exact or phrase match, close variant triggers occurs only in slight misspelled words

Comments

@contrasty I thought closely related terms with the same meaning were considered close variants?  

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@trichomonad nopes slight mispelled like charter communication and charter communications

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@contrasty When was the last time you checked you search terms report (ENGLISH keywords) ?  

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@raynell9 Exact! When you check on the Google Support page and read what their definition is of every match type. Broad, phrase and exact match all have in the description that close variants are included. A valid question from Zach

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@zymosis Of course. Valid question from @trichomonad, not valid explanation from @contrasty

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@raynell9 how would I know what’s considered close variants when building out the ad groups?  

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@trichomonad I don't know. I wish to know.  

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Same meaning also trigger in exact term. Personal experience