Close variants include search queries that are close but not exact matches to the keyword such as misspellings, plurals, abbreviations and word blending. Earlier this month, Bing rolled out close variants on broad match modifier keywords, also only in the U.S. Bing Ads is maintaining the choice to opt out of the close variants setting at the campaign level (Advanced Settings > Keyword Matching Options). As Third Door Media's paid media reporter, Ginny Marvin writes about paid online marketing topics including paid search, paid social, display and retargeting for Search Engine Land and Marketing Land.
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A month ago, Bing Ads announced that it would test close variants on exact match in the U.S.


While many advertisers likely assumed Bing Ads was already using close variants on broad match modifier keywords, last month’s move marked its first foray into using close variants on these two match types. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. Wallpaper and background images in the Disney Junior club tagged: disney junior logo babar and the adventures of badou.
HD Wallpaper and background images in the Disney Junior club tagged: prince oso special agent oso disney junior. As of yesterday, the switch has been flipped and close variants on exact match keywords are here to stay. It followed on Google’s controversial decision to remove any ability to opt out of close variants in AdWords.


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