AdWords To Automatically Match For Misspellings + More
Some news for Adwords advertisers..
Most experienced AdWords advertisers have developed keyword lists that include things like misspellings, plurals, and other variations on a keyword or phrase. Now, Google will do all this automatically — as it does with organic results — with exact and phrase matching, though advertisers will be able to opt out.
The new behavior will take into account five different variations in language: