making-customers-hate-you-makes-google-love-you-300x219POST SUMMARY: Google said that AdWords will no longer allow advertisers to prevent their ads from showing up on “close variants” of their keywords — i.e., ads will, by default, show up on both the advertiser’s keywords and on close spellings. If you bid on the singular version of a keyword, it might also show on the plural version and you can no longer tell Google you don’t want that. Your ads might also show on misspellings and other “close variants” of your keywords.  In other words you need to purchase spelling variants of your product and disease state for paid search.