At Bing Ads, we are working hard to provide the tools that you need to better manage your keyword selections at a touch of a button, without having to write an email or call support. As part of this philosophy, we have released a change to give finer grained control of keyword matching options when using exact match that is intended to provide you with more precision in driving not just traffic, but the right traffic to your ads, while saving you time.
NOTE: This change is being introduced first in our English US market. For other market details, see the below section entitled, "Keyword matching options and non-US markets."
The default behavior of exact match is to include minor grammatical variations which typically do not change user intent, such as plurals. However, there are some cases where the plural of a word and the singular version may have totally different user intent. For example, if you sell spectacles, the difference between users searching on ‘glass’ vs. ‘glasses’ might mean you are getting users seeing your ad who are interested in a building material, rather than an aid to reading. For this reason, we are providing the option to alter the default behavior of exact match to not take into account close variants such as plurals.
The following table provides a visual overview of the various keyword matching options available to you with this change.
Modifying keyword matching options in the Bing Ads web interface
When you are creating a new campaign or modifying existing campaign settings, go to Advanced Settings and then Keyword matching options. If you want the default behavior, then select Use close variants. If you want to narrow your results, then select Use only my exact match keywords.
Modifying keyword matching options in Bing Ads Editor
Likewise in Bing Ads Editor, this option is available inside the campaign edit pane under the option Keyword matching options. If you want to broaden your results, then select Use close variations of your exact match type keywords (e.g., plural forms.). If you want to narrow your results, then select Use only my exact match keywords.
There is also a drop down option to make this change inside the Campaigns tab, which surfaces the same information for ease of reviewing the settings of multiple campaigns at the same time.
Modifying keyword matching options in the Bing Ads API
This option is available inside the Campaign data object. We have added another key to the ForwardCompatabilityMap property of the Campaign data object named: KeywordVariantMatchEnabled. Set the value to True to use close variations of your exact match type keywords such as plural forms. Set the value to False to use only your exact match keywords thus narrowing your results.
Keyword matching options and Non-US markets
What about the other languages and countries? Today, exact match in non-US countries does not include plurals. However, the keyword matching option is available in all markets, so that advertisers can register their preferences.
We have received numerous requests from our customers to give greater control over plural handling and further align with the industry standard. We are committed to providing advertisers the right controls they need to build successful campaigns and are pleased to announce this update.
Comments? Questions? Leave them below, or ping me on Twitter.
Program Manager, Bing Ads Platform