Google Close Variant Exact Match Conversion Rate 52% Lower than True Exact Match

by Andy Taylor
In late-September last year, Google rolled out mandatory close variant matching (CVM) to all phrase and exact match keywords. The change forced phrase and exact match keywords into auctions for queries that were deemed to be closely related to each keyword, such as plurals and misspellings. Shortly after the change Merkle | RKG reported slight shifts in the share of traffic com ...Read the full article