What do close variants in keyword strategies help to achieve?

Close variants in keyword strategies are designed to enhance the connection with consumers by capturing slight variations in how keywords are searched. This approach recognizes that users may search for the same intent using different phrases, spellings, or abbreviations. By leveraging close variants, advertisers can ensure their ads appear for a broader range of relevant searches without the need for precise matches.

This strategy ultimately leads to increased visibility and engagement, as it aligns the advertising content more closely with potential customers' actual search behavior. It allows for more flexibility and responsiveness to the language and preferences of the audience, thus improving the overall effectiveness of ad campaigns.