Shopify - "We’re passionate about achieving high efficiency, high impact, and high relevance with our customers. Having our keywords match to close variations allows us to do exactly that. Additional matches like "online shopping" to the keyword "online shop" resulted in a 100% increase in relevant clicks across exact and phrase match keywords--with cost per click remaining steady. What's more, we've gained valuable time savings since manually adding misspelled keywords to our campaigns is now unnecessary."
Underground Elephant - “We’re always looking to increase the reach of our clients and ensure their customers can find them when searching online. So, expanding keywords to match close variants across our clients' accounts was a no-brainer. Since implementing this feature with one particular client, we’ve seen exact match keyword clicks in their account increase by 150%, with these additional clicks costing 10% less.”
Stitch America - “In matching common stemming variants such as "custom hats" for "customized hats", we’ve seen five times as many clicks for exact and phrase match keywords. What's more impressive is that this additional traffic costs half as much.”