Keyword match types help Bing Ads determine how closely a search query or other input must match your keyword. 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 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
If you’re bidding on the keyword Hawaii hotels, your ad might also display to people whose query did not include Hawaii hotels. But what if you want more control over which ads your query display for when using the broad match type?
For example, as a hotel owner, if you feel that queries containing vacation rentals are unlikely to result in clicks or conversions, you would probably want to suppress your ad for the searches containing the term. At the same time, you may not want to limit your ads too much, by using more restrictive match types.
The solution is a variation on the broad match type – something called a broad match modifier. A broad match modifier tells Bing Ads that a specific word or words must be present in order for your ad to display.
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
Bing Ads does its best to make sure the related queries are highly relevant to your keywords. To get back to our example, if you want to require that the word hotels is included in search queries, you would create a new broad match modifier with a + sign proceeding hotels. The + sign indicates that hotels must be included in the search query in order for your ads to be eligible to display.
When used in combination with negative keywords enhancements, the broad match modifier allows you to create keywords that have more reach than exact or phrase match, yet more control over your broad match traffic. The result is higher quality clicks and more traffic to your website.
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:
Negative keywords can be phrase or exact matches you use 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. 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. If you want to prevent your ad from appearing in specific locations, on specific web sites within the search network, or prevent your ads from displaying to certain IP addresses, you can configure exclusions.
For exact match and phrase match keywords, your ad may also show on queries that match minor variations of the keyword, so you can maximize relevant matches without having to add all of these variations yourself. Close variations are also considered for broad match modifier keywords.
Examples of the types of close variations that are considered include:
If you're not sure which match type to use, start with broad match. This will give you the best chance of reaching your target customers right off the bat. You can then use the results of your search term performance reports to refine your list of keywords. Here are some quick tips on how to optimize your keyword lists:
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. In this example, an impression would be reported for the exact match [red flower] and not the broad match flower.
One strategy to test with match types is by customizing your landing pages to provide a more relevant experience for potential customers. You can measure and track performance by keyword match type to more effectively optimize campaigns. You can pause or resume ads by keyword match type.
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.