Bing Ads Introduces Refined Broad Match Keyword Targeting

bing-ads-new-240pxIn an effort to help advertisers attract more click volume from the Yahoo Bing Network, Bing Ads has rolled out Broad Match keyword targeting. The company says that with refinements and ongoing updates the “Bing Ads platform is able to deliver Broad Match conversion metrics that are 85% of the percentage of Exact Match”.

The new Broad Match is designed to eliminate the need for endless keyword variations set on Exact or Phrase Match, while still maintaining quality control. Some 30 percent of daily searches on Bing are new, so Broad Match is meant to help cast a wider net to catch new, relevant search terms that may not already be in your account.  You’ll still want to keep a close eye on the search query report and add negatives as needed.

Bing Ads says its data shows that, on average, when an advertiser does not opt into Broad Match, they lose 57 percent of their total available impressions and 43 percent of clicks.

Note that Broad Match does not impact the quality scores of your Exact or Phrase match keywords.

Here’s the current overview of match type settings in Bing Ads:

Bing Ads Keyword Match Types

Related Topics: Channel: SEM | Microsoft | Microsoft: Bing Ads | Search Ads | Search Ads: General | Top News


About The Author: writes about paid online marketing topics including paid search, paid social, display and retargeting. Beyond Search Engine Land, Ginny provides search marketing and demand generation advice for ecommerce companies. She can be found on Twitter as @ginnymarvin.

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  • James R. Halloran

    That’s a nice time-saver! Sometimes the exact keyword you should be looking for is so close to the one you normally search for but not quite. Your example of “red flower” also finding “crimson flower” is going to be a great help in the near future. I just hope hashtag systems will develop this soon, too. This way we won’t have to suffer any more annoying elongated hashtags like this: #flower #flowers #redflower #redflowers #crimsonflower, etc., etc.

  • jrod2513

    Translation = let’s increase your ad spend.

  • jrod2513

    Translation = let’s increase your ad spend.

  • NickDoesPPC

    In the past I’ve heard my Yahoo! rep refer to their broad matching as “Crazy Match”… so while this may be a step up from “Crazy Match”, I’ll stick to BMM and phrase, as those seem loose enough with Bing/Yahoo! as it is.

  • Pat Grady

    “Bing Ads says its data shows that, on average, when an advertiser does
    not opt into Broad Match, they lose 57 percent of their total available
    impressions and 43 percent of clicks.”

    And how about sales? Hahaha!

  • AntonioHTN

    Is This a Joke? does microsoft need some more extra cash for the christmas vacation? I dont see anything new in this, just a promotion of the “crazy Broad Match type” that will attract only non experience people.

  • Larry Kim

    i wish they could just explain the specifics on how the new broad match worked vs before. i guess i will have to dig it out of the search query reports…

  • James P

    Their Broad match descript should really say:
    Keywords like “safari trips in Africa” might be matched to “alien probe protector”.

    Be careful guys… we have been noticing a lot of awful broad matching lately especially with high spend/CPC non-brand terms being matched to brand queries.

  • Nathan Weinberg

    There is nothing in the linked article that says they are rolling out something new called “Refined Broad Match”. There is nothing in the linked article that says they are rolling out broad match for the first time. There is nothing in the linked article announcing improvements to broad match. This article says that all of these things have happened, and none of them are true. This article should be deleted.

  • Ginny Marvin

    Hi Nathan, What they’re saying is they’ve made changes to how broad match delivery as a result of “significant investments and ongoing monthly updates in our click prediction modeling, conversion and click quality metrics, offline and online algorithms, and filtration levers”. So, the match type is still called “Broad Match” but the matching has been refined. Presumably now, for example, buying the keyword “sunflower seeds” wouldn’t get your ad shown on the search query “sunflower dress” or some other “Crazy Match” queries that NickDoesPPC referenced above. Only your search query reports will tell you how it’s working in your own accounts, though.

  • Ginny Marvin

    Hi Larry, Yes light on details. Will be interested to hear if you see any differences in your search query reports.

  • Ginny Marvin

    “Crazy Match”, that’s good :) Sounds like a plan, though it could be interesting to test a Broad Match version of one of your BMM keywords to see if anything valuable comes out of the search query report and if “Crazy Match” has been fixed.

  • Nathan Weinberg

    They’re saying their ongoing improvements to Broad match continue to make it better. They aren’t announcing anything. The purpose of the linked article is to encourage advertisers to use broad match more, saying that broad match delivers better results than you’d expect, but this article gives a very different impression about the one it is linking to. A more accurate headline, and focus of the article, would be “Bing Ads Pushes Advertisers To Spend More on Broad Match, Citing Strong Results”.

  • Three Ladders Marketing

    Very exciting, hopefully this helps increase the volume and quality of Bing’s network.

  • Alex Guest

    “Please use broad match and spend more; we promise we’ve made it more effective…”
    Is this for real? It’s no wonder that Bing is still viewed as a bit of a laughing stock by SEMs. I’ll stick with BMM, thanks.

  • Michael Hazell

    I wish Bing would introduce SSL search. Looks like they won’t be adding that anytime soon.`

  • MDS

    Over the past 45-60 days Bing Broad Match has been expanding to include queries which are far from relevant, as a result ad spend has already been rising and turning into a poor ROI channel. One could just simply reduce Broad Match bidding and focus on Exact. However, Bing normalizes search queries and turns general Exact Match terms to broad reduces relevance once again.

    For this advertiser, it may be time to invest further with Google, unfortunately.

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