misspellings, plurals, and other variations on a keyword or phrase. Now, Google will do all this automatically — as it does with organic results — with exact and phrase matching, though advertisers will be able to opt out.
The new behavior will take into account five different variations in language:
Misspellings (“waterprof sunblock” instead of “waterproof sunblock”)
Singular/plural forms (“beach balls” and “beach ball”)
Stemming (“single serve” and “single serving”)
Accents (“hotel” and “hôtel”)
Abbreviations (“Dr.” versus “Doctor”)
Acronyms (“NYC” versus “New York City”)
The company says up to 7% of search queries include misspellings, and the longer the query, the more likely it is to contain some misspelling.
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