Bing Ads Keyword match options and campaign exclusions can help you improve the performance of your advertising campaigns by exposing your ads to a wider audience, targeting your keywords to specific search queries, and excluding keywords or websites that do not further your advertising goals.


Top tipTop Tip:  Once you set them up, keywords and their bids are not static entities. It’s critical for your ROI to constantly review keyword performance and make adjustments, especially after holidays, promotions, and other business influences.


After reading this training, you will understand how to:

  • Describe the keyword match options available.
  • Choose the appropriate match option or options for your keywords.
  • Set match options for new and existing keywords.
  • Set negative keywords and website exclusions at the campaign and ad-group levels.

 

Keyword match option basics
With Keyword match options, you specify how closely a user's intent must match your keyword before it triggers the display of your ad on Bing. There are four keyword match options: broad, phrase, exact, and content.

 

Broad match triggers the display of your ad when any of the words in your keyword appear in a user's input, in any order. The user's input may include additional terms before, after, and between your keywords.

 

Broad match keyword

Trigger search term

winter vacations

winter vacation

 

vacations winter

 

tropical winter vacations

 

winter ski vacation

 

winter trips (synonym)

 

winter ski villavacation

  
Broad match modifier gives you the ability to fine-tune or restrict how liberally Bing Ads matches closely related broad match terms. To add a modifier, simply add the “+” sign to your keyword. In the example below, the modifier tells Bing Ads that the word “ski” must be in the query in order for your ad to be eligible to be served.

 

Broad match modifier

Trigger search term

winter + ski vacations

winter ski vacation

 

winter ski villa

 

ski trips

 

 

 

 

 

 

Phrase match triggers your ad when all of the words in your keyword match in a search query, in exactly the same order, even if other words are present in the search term.

Phrase match keyword

Trigger search term

winter vacations

ski winter vacations

 

tropical winter vacations

 

 

 

 

 

 

Exact match triggers your ad when the exact words in your keyword appear in a customer's input, in exactly the same order.

 

Exact match keyword

Trigger search term

winter vacations

winter vacations

 

winter vacation

 

 

 

 

 

Content match are pages in websites that are part of the content network, when those pages contain a word or words in your keyword, your ad title, or ad text.

Note: In all cases, Bing Ads considers the singular and plural forms of a keyword to be synonymous to each other, such as “bag” and “bags.”

 

Choosing the best match option

 Choosing the best match option
When you select a match option, consider your advertising goals, as well as the audience you’ve targeted.

 

Use Broad match when you want to expose your ads to a wider audience. With broad match you'll get more impressions with a shorter list of keywords. Broad match is also a good option when you've targeted a very specific customer segment. Use Broad match modifiers to give your keywords more focus without going as far as using phrase or exact matches.

 

Use Phrase match to help prevent your ad from being displayed for irrelevant variations of your keyword.

 

Use Exact match to precisely match your keyword and lower your costs. While you'll get fewer impressions, you may get a higher click-through rate (CTR), because your ad is shown to an audience looking for exactly what you are advertising.

 

Use Content match for better targeting on content networks.

 

Additionally, use negative keywords when you know a term doesn't apply to your business. Negative keywords can be specified at either the campaign or ad-group level.


Negative keywords and website exclusions

 

Negative keywords allow you to specify words that you want to ignore. Negative keywords can help prevent your ad from being displayed when a search query is similar, but unrelated to what you’re advertising. For example, if you specialize in tropical winter vacations, you do not want the keyword "winter vacations" to match searches for "ski winter vacations.” In this case, specify, "ski" as a negative keyword. A useful way to discover and manage more nuanced negative keywords is to run the Search Query report. This report presents search queries in their entirety, including words such as “from,” “where,” and “how.”  For example, if you are a business based in New York City, you may want to set high bids for consumers searching “travel to New York City” and create a negative keyword for “travel from New York City.”

 

Website exclusions can prevent your ads from appearing on websites that do not further your advertising goals. Website exclusions can be specified at either the campaign or ad-group level.

 

Summary
Creating, monitoring, and refining keywords is imperative for efficient ad spend and optimal click-through rates. When working with keyword match options and campaign exclusions, remember these key points:

 

  • Broad match exposes your ads to a wider audience.
  • Broad match modifiers fine-tunes your broad match target.
  • Phrase match helps prevent your ad from being displayed for irrelevant variations of your keyword.
  • Exact match precisely matches your keyword and lowers your costs.
  • Use negative keywords when you know a term doesn't apply to your business.
  • Website exclusions prevent your ads from appearing on websites that do not further your advertising goals.

 

Thank you for reading this training on Keyword match options. Continue training here or move onto the exam to become accredited.

 

Please note all features in this training may not be available in your market.