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With our improved exact and phrase matching, we'll also show your ad when someone searches for close variants of your exact match and phrase match keyword. This means you can broaden your reach to customers who search for close variants of your keywords, while still having more precise control over which search terms trigger your ads.
[edited by: engine at 4:26 pm (utc) on Apr 18, 2012]
[edit reason] added link [/edit]
Starting in mid-May, phrase and exact match keywords will match close variants, including misspellings, singular/plural forms, stemmings, accents and abbreviations. Based on our research and testing, we believe these changes will be broadly beneficial for users and advertisers.
If you don’t want the potential for more clicks and prefer to maintain the current matching behavior in your campaign, you’ll still have that option. In the coming weeks, we’ll begin rolling out controls which will allow you to adjust your keyword matching options.
broad match and plus sign
supplier of widgets decided they were going to ship you all the exact products you ordered and some they thought were close, bill you for all of them