Capture More Customers by Using Broad Match in Your Bing Ads Campaigns

Over the last year, we’ve heard from you, our advertisers, that you would like broad match to work harder for you. As you may already know, your feedback is the north star of our planning process, so we’ve invested heavily in improving the accuracy and quality of our matching technology. Now, the broad match keywords we deliver can help increase volume, while providing controls that preserve ad relevance and match consumer intent.

As a result, if you're looking for more customers, you should plan to fully utilize broad match on Bing Ads... and here’s why.

Broad Match Easily Adds Scale

Bing Ads uses keyword match types to determine how closely a search query or other input must match your keyword. With Broad Match, Bing Ads is able to find relevant and significant relationships between your bidded keywords and user queries, regardless of whether or not the full bidded keyword is represented in the query. As a result, you are able to increase the number of opportunities your ads can appear for based on relevant search queries, making it a powerful tool that helps you save time and capitalize on additional customer opportunities.

Many advertisers continue to use Exact Match, and have had much success, but trying to find every keyword that users will search on that's relevant to your business in real time is virtually impossible. Using a mix of Exact and Broad Match allows you to capture new and existing volume that’s not possible through exact match alone.

The Power of Broad Match

Today, if you do not utilize broad match on Bing Ads, you’re leaving acquisition opportunities on the table. Our data shows that, on average, when an advertiser does not opt into Broad Match, they lose 57% of their total available impressions and 43% of clicks, the latter of which then go to competitors' ads.

Plus, by adopting and monitoring broad match, you will be able to capture new and emerging consumer search trends effectively. That’s because 30% of daily searches on Bing have never been seen before, making it virtually impossible to predict what keywords to buy using exact match, and this percentage only increases near the holidays. Only broad match allows you to capture this new volume.

Key facts:


Debunking Broad Match Myths

In speaking to advertisers, we realized that there were many assumptions about broad match that were misleading. The two most common misperceptions were regarding the relationship with quality score and the relative matching quality of broad match.

To set the record straight, broad match does not impact Exact or Phrase match Quality Scores. A Quality Score is a relative metric and the calculation is very complex; there is no simple linear correlation between them.  If you see a lower than desired Quality Score, consider it an opportunity to refine your strategy. Always view Quality Score through the lens of the match type and review the most granular levels when evaluating Broad Match performance.

The other common misperception had to do with Broad Match quality. Through significant investments and ongoing monthly updates in our click prediction modeling, conversion and click quality metrics, offline and online algorithms, and filtration levers, the Bing Ads platform is able to deliver Broad Match conversion metrics that are 85% of the percentage of Exact Match. That’s powerful!

Broad Match: Volume, Control, Quality

Broad Match helps you tap into additional volume, with added controls to deliver quality clicks that perform. Use these tips to ensure control while adding scale:

  1. Opt into Broad Match to get maximum reach without sacrificing quality of other match types.
  2. Adjust depending on conversion value by bidding explicitly for each match type relative to performance.
  3. To further enhance control, use negative keywords to block unwanted query mappings. Refine with additional negative keywords as needed.
  4. And, as a last resort, leverage Broad Match modifiers to set restrictive limits, keeping in mind that the modifier can block up to 90% of broad match’s potential volume.

Start your Broad Match campaign today and explore expanded opportunities to reach more customers for less.

Steve Sirich

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