According to GL 5. Bad, a Bad variant no longer shares the same meaning and intent as the original query. This includes, but is not limited to, scenarios where the query is broad/ambiguous and the variant is specific, and vice versa.
Query: audio editor
Variant: audio app
The query is specifically looking for an app to edit and manipulate audio material. The variant’s intent is ambiguous and could refer to any kind of audio app, including audio streaming apps, audio players, audio editors, etc. Final rating: Bad.
Query: nhl game
Variant: nhl
The query is specifically looking for NHL games. The variant has a broader intent and could refer to a wide variety of NHL-related apps, such as the official NHL app, the NHL TV app, NHL live scores, etc. Final rating: Bad.
Query: card game
Variant: poker
The query is looking for any card game. The variant specifically refers to poker. Final rating: Bad.
Query: audio converter
Variant: wave to flac
The query refers to any kind of audio conversion (e.g. ogg to mp3, ape to wma, etc.) while the variant specifically refers to converting wav files to flac files. Final rating: Bad.
Query: video streaming
Variant: streamlabs live streaming
The query refers to video streaming in general. The variant refers to a specific video streaming app. Final rating: Bad.
Query: proxy server
Variant: master lite proxy server
While the query and variant look similar, the do not share the same intent. The query is looking for any proxy server app, while the variant refers to a specific proxy server
app. Final rating: Bad.
In line with GL 6.3. Changes to named app, product, or brand, when a query contains,
or is, the name of a specific app, product, or brand, and the variant adds or removes
words, research both of them to see if they share the same meaning or intent.
Query: autodesk autocad
Variant: autocad
Both query and variant refer to the same unique CAD app. While the brand name has been deleted from the variant, the product name alone still has the same intent as the original query. Final rating: Acceptable.
GL 6.1. Change in word order stipulates that a variant should be rated Good if it has the same meaning and intent as the original query even though the word order has changed.
Query: games clicker
Variant: clicker games
Research shows that both query and original return the same app results even though the word order has changed. Final rating: Good.
Query: charts music
Variant: music charts
The change in word order maintains the meaning and intent of the original query. Final rating: Good.
When all or part of a query is in one language or script and all or part of the variant is in another language or script, research both of them to see if they share the same
meaning or intent, GL 6.2. Language transformations.
Query: sushi monster app
Variant: 寿司モンスターアプリ
The query is looking for a specific app. Using a translation tool, we find that the variant in Japanese script is the original query in the form of a different language. Final rating: Good.
https://geoworkerz.telusinternational.ai/mapping/MappingPDF/Additional%20Guide lines/Search_Ads_Close_Variants_Guidelines.pdf