Precision highly-targeted marketing is the goal and practice of many company SEO strategies, marketing departments and agencies. Great care is taken to find just the right keywords to market and up until now Google AdWords has been very accommodating. That has changed for the elite few who aim for precision.

Google recently announced it is no longer allowing advertisers to opt out of its close variant keyword matching protocol. What that means is that advertisers can no longer limit their keyword to “exact” words and phrases.

What’s driving the change? According to Google, “People aren’t perfect spellers or typists. In fact, at least 7% of Google searches contain a misspelling. And the longer the query, the greater the likelihood of a typo. But even if what they’ve typed isn’t perfect, people still want to connect with the businesses, products, and services they’re trying to find. Whether it’s “kid scooters”, “kid’s scooter”, or “kids scooters”, people interested in buying a scooter for their child want to see the most relevant ads despite slight variations in their search query.”

In an effort to help advertisers reach more of the intended audience, Google has chosen to ignore the wishes of its highly precise advertisers, which amount to about 3%. As you might imagine, this has not set well with that 3%.

Apparently, Google thinks it knows best.