Table of Contents
- Bing Ads Keyword Match Types
- 7 Keyword Targeting Best Practices
- 1. Use 1 Match Type Per Ad Group
- 2. Broad Match Provides The Most Volume and Least Relevancy
- 3. Phrase Match Provides Average Volume and Relevancy
- 4. Exact Match Provides The Least Volume But Most Relevancy
- 5. Test Match Types to Optimize Campaigns
- 6. Add Negative Keywords to Your Campaigns
- 7. Group Relevant Keywords Into Ad Groups
- Keyword Match Type I Recommend For New Microsoft Advertising Campaigns
- What Are Keyword Close Variants?
- Are Match Types The Same in Google Ads?
- Final Takeaways
Selecting the right keyword match types is important for running effective and optimized Bing Ads campaigns. The match type determines how closely a search query must match your keyword to trigger your ad. In this guide, we’ll cover the different match types available, best practices for keyword targeting, and recommendations for new Bing Ads campaigns.
Bing Ads Keyword Match Types
Keyword match types help Bing Ads know how closely you want search queries to match your keywords for your ads to be eligible to show. There are 3 main types that you can choose from, broad match, phrase match, and exact match.
Broad Match Keywords
With broad match keywords, your ad can show when someone searches for a term that is similar or relevant to your keyword. It does not need to contain your keyword exactly. Broad match allows your ads to show for a wide range of searches including misspellings, synonyms, related phrases, etc. This provides the most potential volume but can lack relevancy.
Phrase Match Keywords
Phrase match keywords require the words in the keyword to be searched in the exact same order to trigger your ad. However, additional words can appear before or after the phrase. So a search containing your keyword phrase will match even if it’s part of a longer query. Phrase match balances volume and relevancy.
Exact Match Keywords
For exact match keywords, the search query must match your keyword exactly for your ad to show. No additional words are allowed. This provides the tightest match but limits the search volume your ads will be eligible for.
Negative Keywords
Unlike the match types above, negative keywords prevent your ad from showing. You add terms that are irrelevant so searches with those terms do not trigger your ad. This improves campaign relevancy.
7 Keyword Targeting Best Practices
Here are some best practices to optimize your use of keyword match types:
1. Use 1 Match Type Per Ad Group
Mixing match types within an ad group makes optimization difficult. Separate keywords into ad groups based on theme and only target 1 keyword match type per ad group, even if you are targeting different keywords.
2. Broad Match Provides The Most Volume and Least Relevancy
Broad match casts a wide net so more searches trigger your ad but some may be irrelevant. They can be used to get more volume for large advertisers. In addition, they can be effective when combined with a smart bidding strategy.
3. Phrase Match Provides Average Volume and Relevancy
Phrase match balances volume and relevancy. It’s more controlled than broad match keywords but offers more volume than exact match keywords.
4. Exact Match Provides The Least Volume But Most Relevancy
Exact match keywords require an exact keyword match so volume is limited but searches are highly relevant.
5. Test Match Types to Optimize Campaigns
Try a mix of match types and see which provides the best results based on metrics like conversions, conversion rate, CPC, CTR, and cost per conversion. You want to use the keyword match type that maximizes your return on ad spend.
6. Add Negative Keywords to Your Campaigns
Analyze search term reports and add irrelevant queries as negative keywords regularly to improve relevancy. Negative keywords are one of the best ways to optimize your campaign. You don’t want irrelevant search queries hurting your campaigns.
7. Group Relevant Keywords Into Ad Groups
Keep your ad groups themed around products, services or sub-topics and group closely related keywords within them. I generally recommend using your landing pages to help target the most relevant keywords possible. Your landing pages can help guide the keywords you target.
Keyword Match Type I Recommend For New Microsoft Advertising Campaigns
For new Bing Ads campaigns, I generally recommend starting with phrase match or exact match keywords rather than broad match. Since broad match keywords can lead to wasted spend, it can drive up costs while hurting your cost per conversion. Phrase and exact match drive more qualified traffic for new accounts, especially as you test.
Once you understand search demand and have conversion tracking setup, broad match can be leveraged more effectively. I like to start tightly focused and expand over time. As you get more data, you can test without wasting too much budget.
What Are Keyword Close Variants?
Close variants are minor variations of your keywords that can also trigger your ads automatically. For example, a close variant for “red shoes” might be “red shoe”. This helps match misspellings and singular/plural forms without extra work. You do not need to add every keyword variation and misspelling because they will still trigger your ads.
Are Match Types The Same in Google Ads?
Yes, the match types function the same way in both Bing Ads and Google Ads. The concepts are identical across the search platforms. Advertisers use the same targeting strategies.
Final Takeaways
Testing different keyword match types and adding negative keywords is important to optimize your campaigns. You want to monitor your search terms report in order to make sure that search queries are relevant. Match types provide different levels of volume and relevancy. Take time to test different options and continuously optimize your keyword lists.
Let me know if you have any other questions about keyword match types.
