Unlock more volume with broad match on Bing Ads

Over the past 12 months, we’ve invested heavily in

broad match technology to deliver increased volume

and controls that preserve ad relevance and match

consumer intent with keywords that advertisers are

bidding on.

broad match clicks cost-per-conversion conversion rate

Microsoft internal data, 2012 – 2013

But don’t take our word for it – see for yourself

$16.39 $16.09 $15.75 $17.00 $18.33 $17.99 $14.65 $14.97 $12.48 $11.45

4.34% 4.49% 4.73% 4.60%

3.91%

4.62%

5.44% 5.50%

6.28% 6.60%

0%

1%

2%

3%

4%

5%

6%

7%

0

20

40

60

80

100

120

Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13

Broad match

Words in your keyword, in any order, as well as words closely related to your keyword.

Phrase match Exact match Content match

Words in your keyword in the same order as a customer's search query or other input—even if other words are present in that query

Words in your keyword match a customer's search query or other input exactly.

On 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 the ad text

Words in your keyword, in any order, as well as words closely related to your keyword.

Quality

57% Potential impressions

lost to competitors

when broad match is

not used

43% Potential clicks lost to

competitors when

broad match is not

used

Microsoft internal data, 2012 – 2013

30%

Microsoft internal data, 2013

85% Broad match

conversion as a

percentage of exact

match

Monthly Frequency of

updates to Bing Ads

matching

technology

Microsoft internal data, 2013

Extensive investment in matching technology includes:

Matching

technology

fine-tuning

Click

prediction

modeling

Quality /

relevance

protection

Conversion

and click

quality metrics

Past, present,

customized

algorithms

Broad match performance does not impact exact or phrase match Quality Scores

1. Always view Quality Score through

the lens of the match type

2. A lower than desired Quality Score

indicates an opportunity to refine

3. Review the most granular levels

when evaluating broad match

performance

Learn how broad match stacks up

70% more clicks

27% more clicks

Microsoft internal data, Oct 2013

Your business is unique, learn how broad match stacks up across Retail

68% more clicks

26% more clicks

Microsoft internal data, Oct 2013

Your business is unique, learn how broad match stacks up across Telecommunications

72% more clicks

21% more clicks

Microsoft internal data, Oct 2013

Your business is unique, learn how broad match stacks up across Careers and Education

119% more clicks

28% more clicks

Microsoft internal data, Oct 2013

Your business is unique, learn how broad match stacks up across Technology

72% more clicks

21% more clicks

Microsoft internal data, Oct 2013

Your business is unique, learn how broad match stacks up across Financial Services

46% more clicks

19% more clicks

Microsoft internal data, Oct 2013

Your business is unique, learn how broad match stacks up across Travel

44% more clicks

14% more clicks

Microsoft internal data, Oct 2013

Your business is unique, learn how broad match stacks up across Automotive

79% more clicks

33% more clicks

Microsoft internal data, Oct 2013

Your business is unique, learn how broad match stacks up across CPG

78% more clicks

34% more clicks

Microsoft internal data, Oct 2013

Your business is unique, learn how broad match stacks up across Entertainment

84% more clicks

26% more clicks

Microsoft internal data, Oct 2013

Your business is unique, learn how broad match stacks up across Health and Wellness

94% more clicks

35% more clicks

Microsoft internal data, Oct 2013

4 Number of controls

available in Bing

Ads to help you

manage traffic

volume and quality

90%

Microsoft internal data, 2013

Broad match modifier

Exact negative keywords

Match type optimization

Most

restrictive

Least

restrictive

Phrase negative keywords

Ensure your campaigns are opted into broad match to get maximum reach without sacrificing quality with other match types

1. Dial broad match up or down depending on conversion value by bidding explicitly for each match type relative to performance

2. To further enhance control, use negative keywords to block unwanted query matches. Refine with additional negative keywords as needed

3. As a last resort, leverage broad match modifier to set restrictive limits, keeping in mind that broad match modifier can block up to 90% of broad match potential volume

4.

Looking for some

keyword inspiration to

refine broad match?

Try using the keyword

suggestions available in

the Opportunities tab

within Bing Ads, as well

as the API.

The Match type column

shows keyword

suggestions for Broad,

Phrase and Exact terms

Training // Keyword match options

Best practices // Five quick tips for boosting quality score

Video // About broad match modifiers

Video // Target ad delivery with negative keywords

Appendix

along with words that are closely related.

Broad match is the most inclusive match type. It captures words in your keywords, in any order….

Technology

Microsoft internal data, 2013

Quality

Microsoft internal data, 2013

Optimizing for value

Microsoft internal data, 2013