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Doesn't the Close Variant Update Announcement conflicts with Google's Best Practices?

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# 1
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I've just read this article at Adwords Blog about the update for the close variants and got some doubts about some technical stuff

 

At the end of the article there's this:

"With this expansion of close variants, you’ll no longer have to build and maintain lists of reworded and reordered exact match keywords to get the coverage you want"

 

 

Question 1:  Since keyword QS is calculated based on the exact match type of the keyword, how does this close variant update affects Quality Score calculation? I mean, if "we'll no longer have to build lists of exact match keywords", aren't we losing/missing data about our Quality Score by not including those exact match variations to our account?

 

Question 2: One point about Quality Score that does not appear on the official help center articles, and that I've seen a few times on this community and at G+ (but couldn't find for this post), is the fact that Quality Score calculation will only consider the actual keyword CTR if the keyword and search query are the same (exact match). For this reason, one is recommended to include exact variations on the account. If "we'll no longer have to build lists of exact match keywords", aren't we losing this?

 

I think that my biggest concern is about those technical stuff regarding Quality Score and Best Practices that made our day-to-day so far. If advertisers begin not to worry about exact match variations, what will happen to those technicalities? 

1 Expert replyverified_user

Re: Doesn't the Close Variant Update Announcement conflicts with Google's Best Practices?

[ Edited ]
Top Contributor
# 2
Top Contributor

Hello @Roberto M;

This is an excellent question!  (Demonstrating a high level knowledge about the  AdWords auction Smiley Surprised )

Since this was just announced not all answers are in yet, 

2 points to clarify though,  based on my understanding;

That is correct that the CTR  for Ad- Qaulity (used for  ad-rank calculation )  is different than the "general QS" shown in the UI. You correctly pointed out that the CTR for ad-quality is taken into account only when the query exactly matches a keyword. I assume that the algorithm for matching a keyword and a query will be modified accordingly to include all variants, so the  current methodology  for calculation CTR (for ad- quality purpose)   will persist. 

Moshe, AdWords Top Contributor , Twitter | Linkedin | Community Profile | Ad-Globe
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