Improving exact match and phrase match on Google

When people search for your goods and services on Google, they probably misspell a word every once in a while. In mid-May, we're making enhancements to our exact and phrase matching options so your ad will be eligible to show when people search for close variants. Yes, that includes misspellings of your keywords. As well as misspellings, other close alternatives include singular and plural forms, acronyms, stemming's like floor and flooring, abbreviations, and accents. 

With Google improved actual matching and phrase matching, you can better target your advertisements, helping to enhance your clicks and impressions. 

Improving precise match and phrase match on Google 

Google will use your actual keyword, and not close alternatives, to determine your Quality Score and first page bid estimate. This implies that when a close alternative of your exact match keyword shows your ad, it won't influence your Quality Score or first page bid guess. 

With Google improved precise and phrase matching, Google will also show your ad when anyone searches for close variants of your actual match and phrase match keyword. This means you can broaden your reach to customers who search for close variants of your keywords, while still having more exact control over which key terms trigger your advertisements.