Learn about the broad match modifier, how to use it with the broad match type, and how it will impact the eligibility of ads to serve.
Broad match modifier is only available for campaigns that have a language setting of English, French or Traditional Chinese. You can configure the language option on the Settings page of your campaign.

Using the broad match type for a keyword makes your ad eligible to be displayed when a search query or other input includes either the individual words in your keyword in any order, or words related to your keyword. The broad match modifier gives you the ability to fine-tune or restrict how liberally Bing Ads matches related broad match terms. For more information on broad match and other match types, see What are keyword match types, and how do I use them?.

For example, let's say you create the broad match keyword Hawaii Hotels. A query for Hawaii Rentals might also trigger your ads, since "rentals" is related to hotels. But you own a hotel and don't want traffic from searchers looking for rental properties. Your solution? Simply add the "+" broad match modifier to your keyword to make it Hawaii +Hotels. This tells Bing Ads that the word Hotels must be in the query in order for your ads to be eligible to be served.

Let's take a look at some other examples:

QueryWill ad be eligible to be served?
Broad Match Keyword:

Hawaii Hotels

Broad Match Modifier Keyword:

Hawaii +Hotels

Hawaii Hotelsimage alt textimage alt text
Hawaii Rentalsimage alt textimage alt text
Maui Hotelsimage alt textimage alt text
Maui Rentalsimage alt textimage alt text
Hotels Hawaii Mauiimage alt textimage alt text
Hotels Maui Rentalsimage alt textimage alt text
Rentals Hawaii Maui image alt textimage alt text

For English ads in the United States, any close variant of words with the broad match modifier can also trigger your ad. Here are some examples of close variants that are included:

  • Plurals: The keyword luxury +resorts will match the query luxury resort.
  • Stemming: The keyword +swim team will match the query swimming team.
  • Misspellings: The keyword Hawaii +vacation will match the query Hawaii vacaton.
  • Abbreviations and acronyms: The keyword Redmond +Washington will match the query Redmond WA.
  • Word blending and splitting: The keyword +super +market will match the query supermarket.
  • Equivalent expressions: The keyword +lodge deal near +Yosemite will match the query cabin in Yosemite.
  • Accents: The keyword homes in +Andre will match the query homes in André.

If you find that close variants to your broad match modifier are triggering your ad incorrectly, add those close variants to your negative keywords.