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Since the launch of mandatory close variant matching in AdWords, we’ve been hearing more from the PPC punditry that the age of having multiple match types for a keyword is over. The argument goes that: the difference in value of the different match types has become insignificant as a result of close variant matching (CVM), thus making any possible gains that might be had from l ...
… 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…