The power of the broad match modifier

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 closely related to your keyword. The broad match modifier gives you the ability to fine-tune or restrict how liberally Bing Ads matches closely related broad match terms. For more information on broad match and other match types, see Learn about keyword match types.

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 closely 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:

Query Will ad be eligible to be served?
Broad Match Keyword:

Hawaii Hotels

Broad Match Modifier Keyword:

Hawaii +Hotels

Hawaii Hotels
Hawaii Rentals
Maui Hotels
Maui Rentals
Hotels Hawaii Maui
Hotels Maui Rentals
Rentals Hawaii Maui

For more information, watch the videos About broad match modifiers and How to apply broad match modifiers (English only).

You'll also find more information on the broad match modifier in the blog Broad Match Modifier: Your Bing Ads Campaign's Bouncer.

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