Bing Ads Exclusive: Broad Match Modifier Keyword Opportunity

Using broad match modifier (BMM) has become a popular keyword strategy amongst advertisers seeking more relevant, high-quality traffic, and with more precision than broad match alone. We’ve  heard from you that finding the right BMM keywords can be time consuming, and a reliable, scalable way to apply this keyword strategy would be of great help.  That’s why today I’m pleased to announce the global availability of Broad Match Modifier Keyword Opportunity in Bing Ads Opportunities, to help your ad get the reach, traffic, and relevance it deserves.  

Why Take Advantage of Broad Match Modifier Keyword Opportunity?
BMM Keyword Opportunity is exclusive to Bing Ads, using marketplace intelligence to suggest the most optimal BMM keywords for your campaign. There are two types of BMM keyword suggestions. 1) BMM version of qualified keywords that are already bided on Exact or Phrase match 2) Campaign-aware new BMM keywords related to the existing keywords in the ad group or the campaign context like ad copy, landing page and landing page URL. This eliminates any guesswork on your end while providing better performance from focused and relevant traffic. 
If you’re not already using BMM or if you’re unfamiliar, you can learn more here, or watch this quick introduction on what you need to know:

Start Optimizing with BMM Keywords in One, Two, Three!
You'll find Broad Match Modifier Keyword Opportunity on the Opportunities page, where you can utilize this new feature in only three steps.

Step 1: Review Your Opportunities
Click the Opportunities Tab to see whether Bing Ads has suggested any Broad Match Modifier Keyword Opportunities available to you (Bing Ads will only offer BMM opportunities if the system has determined that there are indeed good quality BMM keyword suggestions. Otherwise, none will be shown)
If there are, you’ll find the number of broad match modifier keywords available, along with an estimated increase in impressions and clicks you could realize by applying them.

Click View Opportunities for more details and to take advantage of these opportunities.

Step 2: Choose Your Opportunity 
In the next page if you switch to the advanced view,  you’ll find each BMM keyword suggestion along with suggested campaign and ad group, current match type for existing keywords or indicating “New” for the new ones, the suggested bid and weekly estimated performance and spend. You can change the suggested ad group and customize the bid as well.

You can also leverage “Filter” function to get a particular type of the BMM keywords with the attribute “Current match type or new.”

Step 3 – Apply to Optimize
Click Apply to apply the opportunity to your campaign. It will add a new BMM keyword with the suggested or customized bid to the campaign.
And that’s it!  You will also find that if a particular campaign has a BMM keyword opportunity, it will also surface directly within your Campaign’s page.  Click the bulb icon in the delivery column and it will be shown in the popup dialog. You can review each opportunity and apply it.
Connect With Us
As always, Bing Ads cares about your ROI and features that will help your achieve more in less time. We’re working hard to develop technologies to help you make the best use of your budget, with more advanced optimization features coming your way. Stay tuned!
We welcome your thoughts and feedbacks, please let us know what you think by pinging us on Twitter or sharing your ideas for new features in our Feature Suggestion Forum.
Thank you!
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Expanded Device Targeting is on its way, giving you more flexibility to optimize your campaigns

We’ve heard your feedback about device targeting! We are now giving you more control in setting bid adjustments by device, so you can more effectively manage your campaigns across each device type. Most significantly, you will be able to target tablets separately from PC with different bid adjustments.





Expanded Device Targeting will give advertisers more control in their audience targeting strategy by making it possible to set individual bid adjustments by device type (PC, Tablet & Mobile), and further their targeting strategy based on unique business needs.



We are expanding the range to +900% for each device type – PC, Tablet and Mobile, as well as adding the ability to completely opt out (set to -100%) from displaying ads on Tablet and Mobile. With these new controls, you can segment by device to tailor your ad messaging specifically for them. When importing campaigns from AdWords, negative PC bid adjustments will be automatically adjusted to 0%, as it’s not supported in Bing Ads today.


Are you interested in getting early access to this feature?
  • If you don’t have an account team, please send your request to we’ll need is your Customer ID to get you started).
  • If you have an account team, please contact your account team to sign up for this pilot.


We’d love to hear from you! You can always reach us on Twitter and our Feature Suggestion Forumwith your feedback, comments, and ideas.
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Bing Network enters extensive multinational partnership with CBS Interactive

Bing Network enters extensive multinational partnership with CBS Interactive

Microsoft and CBS Interactive have agreed to enter an extensive international syndication partnership covering PC, mobile and tablet search in the United States, the United Kingdom, Canada, Spain, Mexico, Germany and France.

CBS Interactive, a division of CBS Corporation, is the world’s largest publisher of premium digital content. Bing provides algorithmic organic search results and paid search ads for various CBS Interactive properties, such as, and

“Bing is the partner of choice for the world’s leading technology and digital companies,” said Steve Sirich, General Manager, Bing Ads Marketing, Microsoft. “CBS Interactive will help us bring additional scale and opportunity to advertisers and marketers as we continue our mission to connect customers with publishers and audiences in ways that will maximize ROI for their marketing campaigns.”

For marketers looking to drive connections for their brands with the right people at the right time, CBS Interactive’s high-quality audience is a valuable addition to the Bing network. CBS Interactive brands span popular categories in entertainment, sports, news, technology and gaming. With more than 300 million people visiting its properties each month, CBS Interactive is a top 10 Web property globally.

“Partnering with Bing allows us to provide an enhanced search experience to deliver quality results and incremental value to both users and marketers alike,” says Shane McGilloway, Senior Vice President, Strategy & Development at CBS Interactive. “The Bing Network team delivers valuable insights, business intelligence and an enhanced platform for paid search advertising.”

Key Takeaways for advertisers

  • With more than 300 million people visiting its properties each month, CBS Interactive is a top 10 Web property globally.
  • The partnership, which offers additional opportunities for advertisers to connect with the right audiences in seven multinational markets, including the U.S., is a further testament to the global scale and reach available to advertisers on the Bing Network.
  • This new audience pushes Bing into a greater portion of highly-coveted advertiser demographics, as nearly 60% of CBS Interactive users are under 45 and more than 40% of users have a household income of $100,000 or more.
  • CBS Interactive will help drive a spike in mobile Bing Network searches, with 70% of search volume on CBS Interactive properties coming from mobile devices.


As part of the arrangement, Bing Ads is now the exclusive provider of search services for some CBS Interactive sites, including:,, and Bing will also provide search solutions for properties like, and

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Bing Shopping Campaigns Comes to Bing Ads Editor!

The holiday season is right around the corner and we are pleased to announce the release of Bing Shopping Campaigns in Bing Ads Editor v11.4 across all markets where Shopping Campaigns are supported (United States, United Kingdom, Australia, France, and Germany). You can now efficiently bulk manage your Shopping Campaigns, Product Groups, and Product Ads, just in time for the holidays! Learn more about Bing Shopping Campaigns.



You can now create, update, or delete Shopping Campaigns from Bing Ads Editor. We have added the Campaign Type attribute to the Campaign entity, which enables you to create either Shopping campaigns or Search and Content campaigns. We also added a new Shopping tab in the editor pane, where you can set your Store ID, Country/Region of sale, and Campaign priority.


Product groups

We heard your feedback - bulk managing product groups is not easy. Even if you use Bulk Operations, the need to have a parent product group ID for each product group is cumbersome. So now, not only are we supporting product groups in Bing Ads Editor, we’ll also be removing this restriction. The product group field now contains the complete path, which enables you to make changes without a parent ID. Additionally, with the complete path in product groups, you can quickly see the parent product groups without having to trace back to the parents one by one. This format aligns with product groups exported from AdWords Editor, so you can directly take the exported file from AdWords Editor and import it using Bing Ads Editor.

And that’s not all - performance metrics are also available for product groups to help you make optimal bid adjustments.


  • Product groups filed cannot be edited directly from the editor pane or grid, however, you can change them from Make multiple changes or Import. You can change attributes such as Type, Bid, and Destination URL directly from the editor pane or grid.
  • Each ad group has one product group and vice versa.



Product Ads

Product Ads can also be easily managed in bulk in Bing Ads Editor. Please note that each ad group requires a corresponding product ad in order for your ads to serve.


Google Import

Bing Shopping Campaigns, product groups, and product ads can be imported seamlessly from your AdWords account. Please make sure to associate your Bing Merchant Center’s store ID to the imported campaigns.



Questions? Comments?

Feel free to ping us on Twitter, visit us to ask questions at the Bing Ads Answers forum, submit and vote on your top-priority features at the Bing Ads Feature Suggestion forum, or send us your feedback directly at

*Bing Ads Editor has come a long way.  Interested in learning more?  See Welcome to Bing Ads Editor for a short introduction to this powerful desktop tool.



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