Phrase Match with Negative Close Variant
I started using Adwords in 2002 when close variants were not part of the Adwords program. Technically, this close variants is an improvement, but in my case it caused one of my most successful keywords to become inefficient.
My most successful keyword has been phrase match for the plural term "control panels" targeting customer looking for new controls panels. I specifically avoided the singular term "control panel" because people use the singular form to search for the Windows control panel, a replacement Jacuzzi control panel, etc.
Now that Adwords shows my Ad with the singular close variant "control panel" I'm getting so many junk clicks I changed it to exact match while i figure out if I can use phrase match for the plural term "control panels" and and not show for the close variant singular term "control panel".
What to do ?