Google Ads is expanding close variants to include words that have the same meaning as the original keyword.
This change, rolling out in the coming weeks, will impact broad match modifier and phrase match keywords.
Previously, close variants would only match for queries that included at least some variations of the original keywords.
For example, the keywords “lawn,” “mowing,” and “service” would match for “services to mow my lawn.”
Now, close variants can match for queries that do not contain the chosen keywords at all. As long as they share the same meaning.
So those same keywords could match for a query like “grass cutting and gardening services.”
The same changes will apply to phrase match keywords as well. – Read more