Close Variants Come To Broad Match Modifier In Bing Ads

A couple of weeks ago, Bing Ads announced it is testing close variants keyword matching on exact and phrase match terms. Today, they added close variants for broad match modifier keywords in the U.S. Using close variants means that the search engine will trigger ads for search queries that contain grammatical variations of the keyword […]

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A couple of weeks ago, Bing Ads announced it is testing close variants keyword matching on exact and phrase match terms. Today, they added close variants for broad match modifier keywords in the U.S.

Using close variants means that the search engine will trigger ads for search queries that contain grammatical variations of the keyword such as plurals, abbreviations, acronyms, spacing, misspellings, accents, punctuation, and even equivalent expression. The Bing Ads announcement followed Google’s news that its option to turn off close variants matching in AdWords is going by the wayside in late September.

Here’s a look at what the change will mean in terms of the types of queries that can now trigger a broad match modifier keyword:

Bing Ads close variants on broad match modifierInternational account managers should likely prepare for close variants as well. Bing Ads added that close variants for exact match is in the testing stage for international markets. For now, at least, US advertisers can opt-out of having close variants trigger on exact match keywords. That option does not apply to phrase match or broad match modifier.


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About the author

Ginny Marvin
Contributor
Ginny Marvin was Third Door Media’s former Editor-in-Chief (October 2018 to December 2020), running the day-to-day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin wrote about paid digital advertising and analytics news and trends for Search Engine Land, MarTech and MarTech Today. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.

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