Keyword match types help Bing Ads determine how closely your keywords match user search queries. Generally, the more precise your match type, the higher your click-through and conversion rates and the lower your impression volume tends to be. Finding the right balance between clicks, conversions and impressions can help maximize the ROI of your campaign.
After reading this training on keyword matching, you will understand how to:
Here's an introduction to the different keyword match options available:
Broad match triggers the display of your ad when a user searches either the individual words in your keyword in any order, or words related to your keyword.
Use broad match keyword matching when you want to sell a broad set of products to a large group of customers. With broad match, you can give your keywords more focus without using phrase or exact matches.
Broad match keyword
Trigger search term
tropical winter vacations
winter ski vacation
winter ski villa vacation
buy crimson flower
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. The solution? Simply add the "+" broad match modifier to your keyword to make it Hawaii +Hotels. This tells Bing Ads that the word Hotels (or one of its close variations) must be in the query in order for your ads to be eligible to be served.
Use broad match modifiers to affect search ads. On the content network, broad match modifiers serve as broad match keywords.
Here is an example of how your ad might show using a broad match modifier:
Is ad eligible?
Broad Match Keyword:
Broad Match Modifier Keyword:
Hotels Hawaii Maui
Hotels Maui Rentals
Rentals Hawaii Maui
For English ads in the United States, United Kingdom, Australia and Canada, grammatical variations are allowed when ads are selected for all match types. This means that a match will still occur when there are minor variances between your keyword and the search term. Here are some examples of close variations:
Abbreviations and acronyms
Word blending and splitting
Common spelling variations
homes in Andre
homes in André.
Phrase match triggers your ad when all of the words in your keyword match the words in a user’s search query, in exactly the same order, even if other words are present in the search term.
Use phrase match keyword matching when you want to see a particular type of product to a targeted group of customers. Phrase match can increase the relevance of the matching queries as compared with broad match.
Phrase match keyword
ski winter vacations
winter vacations discount
Lake Tahoe winter vacations deals
Exact match triggers your ad when the exact words in your keyword appear in a customer's search query. Exact match can also match to search queries that are minor variations of the keyword. These are considered close variations. Close variant search queries can include singular, plural, abbreviations, misspellings, punctuations, accents, stemming and reordered words.
Choose the exact match keyword match type when you want to pair your ads and landing pages to a very targeted set of customers.
Exact match keyword
Best practices include:
Additionally, use negative keywords when you know a term doesn't apply to your business. Negative keywords can be specified at either the campaign or ad-group level.
Negative keywords let you specify words that you want to ignore. Negative keywords can help prevent your ad from being displayed when a search query is similar, but unrelated to what you’re advertising. For example, if you specialize in tropical winter vacations, you do not want the keyword "winter vacations" to match searches for "ski winter vacations.” In this case, specify, "ski" as a negative keyword. A useful way to discover and manage more nuanced negative keywords is to run the Search Query report. This report presents search queries in their entirety, including words such as “from,” “where” and “how.” For example, if you are a business based in New York City, you may want to set high bids for consumers searching “travel to New York City” and create a negative keyword for “travel from New York City.”
On the Campaigns page, under Shared Library, you can also create lists of negative keywords and associate them with as many campaigns as you like. You can easily edit these lists to add or remove keywords in bulk, and link or unlink them from campaigns. You can have up to 20 lists per account with a maximum of 5,000 negative keywords per list.
Website exclusions can prevent your ads from appearing on websites that do not further your advertising goals. Website exclusions can be specified at either the campaign or ad group level. Your ad group level exclusions will override the campaign level exclusions.
If you bid on multiple keywords with similar text but different match types, the narrowest match type will take precedence when your ad is displayed. For example, if you bid on both the exact match keyword [red flower] and the broad match keyword flower, a search on red flower will trigger the exact match and not the broad match. The order of keyword match types, from broadest to narrowest:
Clicks on the ad will be charged to the narrowest match bid. Also, to avoid duplicate reporting, all reports, such as keyword performance reports, will only report the match type that took precedence.
If you do not specify bids for all match types, bids are inherited from less restrictive match types. Thus, while bidding on broad match is convenient and easy to manage, bidding on each match type independently gives you greater control and allows performance data to be broken out by match type.
Creating, monitoring and refining keyword match types is imperative for efficient ad spend and optimal click-through rates. When working with keyword matching and campaign exclusions, remember these key points:
Thanks for reading this training on keyword match options. Continue your training or take the Bing Ads Accredited Professional exam to become accredited.
Please note all features in this training may not be available in your market.