How do you use keyword variants in Google Ads?

Keyword variants in Google Ads refer to different ways users may search for the same product, service, or information. These variants can include misspellings, singular and plural forms, synonyms, related terms, and abbreviations. Using keyword variants can help you capture a broader audience and improve ad relevance. Here's how to use keyword variants in Google Ads:

1. Use broad match modifier: The broad match modifier (+) allows you to target keyword variations while maintaining more control than the standard broad match type. Add a + symbol before one or more words in a broad match keyword to specify that the modified term must be included in the user's search query. For example, using the keyword +running +shoes will match searches like "best running shoes" and "women's running shoes," but not "basketball shoes."

2. Utilize phrase match: Phrase match (-) targets searches that include your keyword phrase in the same order, allowing for additional words before or after the phrase. To use phrase match, place your keyword in quotation marks, like "running shoes." This will match searches like "best running shoes for marathons" but not "shoes for running errands."

3. Include close variants: By default, exact match, phrase match, and broad match modifier keywords include close variants, such as misspellings, singular and plural forms, and abbreviations. You can opt-out of close variants for exact match keywords in your campaign settings if desired.

4. Leverage broad match: Although broad match can sometimes result in irrelevant searches, it can also help you discover new keyword variants and long-tail keywords. Monitor your search term reports closely and add negative keywords as needed to maintain control over your targeting.

5. Use the Keyword Planner: Google's Keyword Planner tool can help you identify keyword variants and related terms. Enter your seed keywords and review the suggested keywords, filtering by match type, location, and language as needed.

6. Review search term reports: Regularly review your search term reports to identify new keyword variants and long-tail keywords. Add high-performing terms as exact match keywords and low-performing or irrelevant terms as negative keywords.

7. Consider Dynamic Search Ads (DSA): DSA campaigns use Google's web crawling technology to target relevant searches based on your website content. This approach can help you capture keyword variants and long-tail keywords you might not have considered.

8. Monitor performance: Keep an eye on your campaign performance after implementing keyword variants. Make any necessary adjustments to your bidding, ad copy, or landing pages to ensure optimal performance.

9. Use automated rules: Consider using automated rules to add or remove keyword variants based on performance data. This can help you maintain a clean and effective keyword list without manually reviewing search terms and performance data.

10. Stay up-to-date with industry trends: Regularly review industry trends and changes in user behavior to ensure your keyword variant strategy remains relevant and effective.