AdWords recently released improvements to their advanced matching options, slightly expanding phrase and exact match, so that users that are typing in misspellings and very close variations of your chosen keywords will still see your ads. This change will help boost traffic on phrase and exact keywords without bringing in irrelevant queries like broad match tends to generate.
A lot of advertisers have been vary of broad match, because of the sometimes irrelevant expansions by the system and have chosen to use phrase and exact match instead of broad match altogether.
If you’d like to opt out of this new feature, you can do so in your campaign settings page, where you will now see a new section Keywords matching options. There. you’ll be able to select your preferences to include or prevent close variants.
I still recommend checking your search query reports to ensure you are utilizing the match options effectively and excluding those irrelevant queries.
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