In 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: