As you may have seen, Google announced last Thursday that in late September they will be doing away with the option to disable close variant keyword matching on exact and phrase match keywords. In brief, marketers could previously target their ads to exact strings that people search for—or to particular phrases that people include in their searches. Now, the only option is to also target what Google calls “misspellings, singulars/plurals, acronyms, abbreviations, accents and stemmings,” when using exact and phrase match. TechCrunch offered a good overview of the change shortly after it was announced. Generally, the announcement has garnered some negative reactions among marketers as illustrated in this Marketing Land post, which highlights various responses to the new policy.