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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