When creating a keyword list using broad match, why should you leave out misspellings and plural forms of keywords?

Google Ads Fundamentals, Knowledge Base

Question | Explanation | Answer

Question:

When creating a keyword list using broad match, why should you leave out misspellings and plural forms of keywords?

a – Broad match only includes the exact words and phrases a user searches for

b – Your keyword list would be disapproved based on Google’s advertising policies

c – Google Ads only shows an ad for keywords with proper spelling and plural forms

d – Google Ads can automatically include these variations for you

Explanation:

Broad match is one of the keywords matching types. When using a broad match your ad will show whenever someone searches for that phrase, similar phrases, singular or plural forms, misspellings, synonyms, stemmings (such as floor and flooring), related searches, and other relevant variations. So, an answer is very straightforward, Google automatically includes these variations. But… Here is an advanced practical tip. As every automatic system, Google is not perfect. Sure, it will pick up common misspellings. But not all. In very particular situations, you should consider leaving misspellings as keywords. 

Just monitor your performance and you’ll find the answer in your own data.  Are you seeing impressions/clicks against these misspelled terms?  Are you seeing misspellings that are attracting clicks that the correctly spelled ones are not?  Do they perform in terms of your goals? 

Tip: Don’t rely on general rules. Test and monitor your data to make informed decisions.

Learn more on the official Google support website.

Answer:

Google Ads can automatically include these variations for you

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