account simplification: close variant matching NEAR_EXACT match

[Luca Fiaschi]

Hi ,
I would like to understand better how close variants work and whether this opportunity can be used to simplify the accounts structure:

My questions are the following:

1) We see that keywords like "nike shoes" can be triggered by mispellings like "nik shoes" or singular/ plural variants like "nike shoe" The question is: do we lose traffic if we book only one version instead of all variants?
Conversely, does the kw quality score increases if it is not booked in all variants?

2) Is it meaningful to book all broad modifier permutations such as "+nike +shoes" vs "+shoes +nike" ?

3) Should the conjunctions be booked in broad or broad modifier "+nike +shoes in +paris"  vs "+nike +shoes +in +paris"

4) I also noticed that keywords can be triggered by alternative spellings of the word: for example "barcelona fc" is triggered by "barcelona football club". Is this true also the other way around? In other words, does (as search term) "barcelona football club" triggers also "barcellona fc" (as keyword) ?

In general I would like to know if a simplification of our account would payoff in terms of more concentrated kw statistics (which could increase quality score) and in terms of lighter account management without penalizing in term of reduced traffic.

Thanks,
Luca

[Josh Radcliff (AdWords API Team)]

Hi Luca,

For questions like this that are not API-specific, please either contact general AdWords Help through the Help Center or post your question to the AdWords Community forum.

Cheers,

Josh, AdWords API Team

[Luca Fiaschi]

Hi Josh, 

thanks and sorry for going off topic.

Can you confirm that nothing changes on the API side regarding announcement ?

http://adwords.blogspot.de/2012/04/new-matching-behavior-for-phrase-and.html

Also, do you know whether the algorithm for computing close variants is it published anywhere?

Thanks,

Luca

[Josh Radcliff (AdWords API Team)]

Hi Luca,

The only change that I'm aware of that's related to that announcement is that there is now a KeywordMatchSetting on Campaign.settings that allows you to opt in or out of the new behavior.

Cheers,

Josh, AdWords API Team