When I first heard this news, I was incensed. Now I know that advertisers can opt-out of the changes, I am a little calmer, but still annoyed. Here’s the deal: Starting next month, Google is changing the way match types work in AdWords. From mid May onwards, misspellings, plurals and variations of your Exact Match and Phrase Match keywords on Google AdWords will trigger your ads. In the past, if you wanted your ad to appear for variations, abbreviations or misspellings, you would use Broad Match targeting.