Recently, Google announced that they will be changing the matching behavior of your keywords by applying close variant keyword matching to all exact and phrase match keywords.
Since close variant matching has been around for a few years now, it has remained for the most part the default behavior for new campaigns. If you have a campaign that is already using this behavior type, nothing will change for you, so there will be nothing to worry about.
But if you’ve opted out of that setting, you will begin seeing differences in matching behavior in the latter part of September. But if you are targeting close keyword variations already, that’s good. But if not and this is something new, Matt Lawson has some actions that you can take that will help manage your close keyword variations.
Just follow the link below to go to his post on Search Engine Land:
Search Engine Land: 5 Steps To Adjust To Google’s Latest Change To AdWords Matching Behavior