The world of PPC is ever-changing, and the newest rules make it that much harder to be an effective advertiser. In this post, we will go over three ways to combat the new laws of close variants that are taking over PPC keywords. Background Google and Bing have allowed the use of close variants since early 2014. In August, Google announced they would be rolling out variants as mandatory across all accounts in September, stating: Example: [Women’s Hats] would show for the exact term, plus a few variants like woman’s hats, womens hats, and maybe a misspelling or two. Since […]
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