Bing Ads keyword match options and campaign exclusions can 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.


After reading this training, you will understand how to:


  • Describe the keyword match options.
  • 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 the Bing Network. There are five keyword match options: broad, broad match modifier, phrase, exact and content.


Broad match triggers the display of your ad when any word in your keyword, in any order, or words related to your keyword appear in a query or other input. The user's input may include additional terms beforeafter and between your keywords.


Broad match keyword

Trigger search term

winter vacations

winter vacation


vacations winter


tropical winter vacations


winter ski vacation


ski trips


winter ski villa vacation

red flower

crimson poppies


buy crimson flower


red roses


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 “vacation,” or close variations of the word, must be in the query in order for your ad to be eligible to be served.


For English ads in the United States, United Kingdom, Australia and Canada, close variants and equivalent expressions (when, for example, the keyword +lodge deal near +Yosemite will match the query cabin in Yosemite) of words with the broad match modifier can also trigger your ad.


Broad match modifier

Trigger search term

winter ski +vacation

winter ski vacation


winter snowboard vacation


ski holiday


winter holiday


Phrase match triggers your ad when all of the words in your keyword match the words in a user’s 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


winter vacations discount


Lake Tahoe winter vacations deals


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


Exact match keyword

Trigger search term

winter vacations

winter vacations


winter vacation


Content match triggers your ad in the content network, including Windows phone and Windows apps that are part of the content network (U.S. market only). Note: Delivery only occurs in mobile apps and on Windows Media properties.


For English ads in the United States, United Kingdom, Australia and Canada, grammatical variations are allowed when ads are selected for all match types. This means that a match will still occur when there are minor variances between your keyword and the search term. Here are some examples of the different kinds of variances:


Variation

Keyword

Trigger terms

Plurals

luxury resort

luxury resorts

Stemming

swim team

swimming team

Misspellings

Hawaii vacation

Hawaii vacaton

Abbreviations and acronyms

Redmond Washington

Redmond WA

Word blending and splitting

super market

supermarket

Common spelling variations

community theater

community theatre

Punctuation

real estate

real-estate


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 when the order of terms in your keyword is important to its meaning. Combined with appropriate negative keyword use, phrase match can increase the relevance of the matching queries as compared with broad match.


Use exact match to more 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’re 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 let you 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.”


On the Campaigns page, under Shared Library, you can also create lists of negative keywords and associate them with as many campaigns as you like. You can easily edit these lists to add or remove keywords in bulk, and link or unlink them from campaigns. You can have up to 20 lists per account with a maximum of 5,000 negative keywords per list.


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. Your ad group level exclusions will override the campaign level exclusions.


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-tune 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.
  • Content match triggers your ad to show in the content network.
  • 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.

Thanks for reading this training on keyword match options. Continue your training or take the Bing Ads Accredited Professional exam to become accredited.




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