What counts as a close variant
For exact and phrase match, Google lists misspellings, singular or plural forms, stemmings (floor and flooring), abbreviations and accents, plus reordered words with the same meaning, added or removed function words, implied words, synonyms and paraphrases, and the same search intent. Google's examples: [bathing suits] can match "swimming suits," and [images royalty free] can match "free copyright images." Some of these types apply only in a listed set of languages. By default every match type is eligible to match close variants, and Google says there's no way to opt out.
Negative keywords don't get close variants
Google says negative keywords won't match close variants or other expansions. Its example: exclude the negative broad match keyword flowers and ads can't serve for "red flowers," but can still serve for "red flower." Google says negatives automatically account for casing and misspellings, but not for synonyms or singular and plural forms. So add the plurals, singulars and synonyms you want blocked as separate negatives. Smart campaign negative keyword themes don't match close variants either.
What it means for exact match
An exact match keyword can show on a search with different words when Google judges the meaning or intent to be the same, so the search terms report matters for exact match too. In our experience, the close variants that cost money are the same-intent ones, where a keyword matches a search with different words and a different buyer behind it. Those are the searches worth catching with negatives, and the reason to review search terms even in a tightly built exact match campaign.
Common questions
Can I turn off close variants in Google Ads?
No. Google says all keyword match types are eligible to match close variants by default, and there's no way to opt out.
Do negative keywords match close variants?
No. Negative keywords don't expand to close variants, so a negative for "running shoes" won't block "running shoe." They do account for casing and some misspellings.
Does exact match include plurals and misspellings?
Yes. Exact match close variants include misspellings, singular or plural forms, stemmings, abbreviations and accents, and can also include synonyms and searches with the same intent.
Does phrase match allow reordered words?
Yes, when the meaning stays the same. Google's example is the phrase match keyword "red shoes" showing for "running shoes red."
Do close variants apply to broad match?
Google says all match types are eligible to match close variants. Broad match already reaches related searches beyond that, which is why it needs strong negatives.