Keyword variations include synonyms, singular and plural forms, misspellings, word stems (e.g. floor and floor covering), related search queries and other variations that are not described in detail by Google.
Depending on the match type, a different number of variant forms can be used. While the Exact focuses primarily on the singular and plural forms and incorrect spelling, the Broad Matchtype uses related search queries, but also completely different variations based on the keyword context.
Therefore it is all the more important to work with several keyword match types in order not to restrict yourself too much on the one hand and not to set up too broadly on the other hand. Our Biddinglab Reactor helps you find the golden mean between relevance and reach.