It seems Google are beta testing a ‘near match’ match type. This means you will be able to choose an option to include misspells, abbreviations, plurals, close re-writes and acronym variants in the terms your ad will appear for.

Now although this all sounds quite boring, anyone who has written out a keyword list in exact or phrase, only to realise you then need plurals or abbreviations included as well will be quite excited at the prospect. As it stands, exact and phrase match types narrow down the searches you show for, as the users terms has to match exactly (or at least a portion of it does) to your chosen keyword. So if you sell televisions, you need to have your entire keyword list covering both ‘television’ and ‘TV’ keywords. Not with near match you don’t! This new match type will¬†recognise¬†those terms as being relevant and allow your advert to show for them. Let’s just hope it isn’t as flamboyantly generic as the beloved broad match, or even worse, broad match session-based.

Maybe it’s just me geeking out to an extreme extent but near match sounds like it could make advertisers’ jobs MUCH easier. Watch this space…