1. Broad Match

Broad match in Bing Ads casts the widest net, allowing your ads to appear for a variety of related searches.

• Format: keyword (no symbols)
• Example: running shoes
• Triggers ads for: Variations including synonyms, misspellings, related searches, and relevant variations
• Pros: Maximizes reach, uncovers new keyword opportunities, requires less management
• Cons: Lower relevance, potential for higher spend on less targeted traffic
• Best used for: Expanding reach, keyword discovery, building brand awareness

Bing Ads Tip: Bing's broad match is generally more conservative than Google's, potentially offering better relevance.

2. Phrase Match

Phrase match in Bing Ads triggers your ad when the search query includes your keyword phrase in the same order, with or without additional words before or after.

• Format: "keyword phrase"
• Example: "running shoes"
• Triggers ads for: Searches containing the exact phrase, possibly with other terms before or after
• Pros: Balances reach and relevance, more targeted than broad match
• Cons: May miss some relevant variations, less flexible than broad match
• Best used for: Targeting specific phrases while maintaining some flexibility

Bing Ads Tip: Bing's phrase match is more strict than Google's, offering potentially higher relevance but slightly less reach.

3. Exact Match

Exact match in Bing Ads provides the most precise targeting, showing your ad only for very close variations of your exact keyword.

• Format: [keyword]
• Example: [running shoes]
• Triggers ads for: Exact keyword or close variations (including singular/plural forms, misspellings, abbreviations, accents, and stemming)
• Pros: Highest relevance, most control over when ads appear, often best conversion rates
• Cons: Limited reach, may miss out on relevant traffic
• Best used for: High-intent keywords, brand terms, specific product names, tightly controlled campaigns

Bing Ads Tip: Bing's exact match is slightly more flexible than traditional exact match, allowing for close variants to trigger your ads.

4. Broad Match Modifier (Deprecated)

While Bing Ads previously supported Broad Match Modifier (BMM), this match type has been deprecated as of 2021. Existing BMM keywords have been transitioned to phrase match, aligning with industry trends.

5. Negative Keywords in Bing Ads

Negative keywords in Bing Ads prevent your ads from showing on irrelevant searches.

• Broad negative: -keyword
• Phrase negative: -"keyword phrase"
• Exact negative: -[keyword]
• Best used for: Excluding irrelevant traffic, improving ad relevance, and reducing wasted spend

Bing Ads Tip: Bing allows you to apply negative keywords at the campaign or ad group level, offering granular control over ad targeting.

Best Practices for Bing Ads Keyword Match Types

1. Leverage Bing Intelligence: Utilize Bing's AI-powered recommendations to optimize your keyword strategies.
2. Start broad, then refine: Use broad match to gather data, then refine with phrase and exact match for high-performing keywords.
3. Utilize a mix of match types: Combine different match types to balance reach and precision in your campaigns.
4. Regular search term analysis: Consistently review search term reports to identify new keyword opportunities and negative keywords.
5. Implement negative keywords strategically: Use negative keywords to prevent ad display for irrelevant searches and improve overall campaign efficiency.
6. Align match types with funnel stages: Use broader match types for top-of-funnel awareness and exact match for bottom-of-funnel, high-intent searches.
7. Adjust bids by match type: Tailor your bidding strategy based on the performance of different match types.
8. Leverage Bing's unique features: Explore Bing-specific options like action extensions and multi-image extensions to enhance ad performance.
9. Monitor Share of Voice: Use Bing Ads' Share of Voice report to understand your impression share and identify opportunities for expansion.
10. Cross-pollinate with Google Ads data: While keeping platform differences in mind, use insights from Google Ads to inform your Bing Ads strategy.

Conclusion

Mastering Bing Ads keyword match types is essential for creating effective Microsoft Advertising campaigns. By understanding the nuances of each match type and how they function within the Bing ecosystem, you can craft a well-balanced keyword strategy that maximizes your reach while maintaining relevance and efficiency. Remember to continually monitor your campaign performance, leverage Bing's unique features, and refine your approach based on data-driven insights. With these strategies, you'll be well-equipped to tap into the potential of Bing's growing search market share and achieve optimal results for your advertising goals.