Unlock More Volume with Broad Match on Bing Ads

1,244
-1

Published on

Bing Ads has the ability to see how millions of consumers interact with ads every day and we use this data to predict which ads suit the needs of consumers. 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. The ongoing strengthening of our broad match performance means that 56 percent of untapped conversions are available through broad match.

Learn how to unlock more volume with the Bing Ads broad match deck.

Published in: Marketing
0 Comments
3 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,244
On Slideshare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
14
Comments
0
Likes
3
Embeds 0
No embeds

No notes for slide

Unlock More Volume with Broad Match on Bing Ads

  1. 1. Unlock more volume with broad match on Bing Ads
  2. 2. 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.
  3. 3. 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
  4. 4. 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.
  5. 5. Quality
  6. 6. 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
  7. 7. 30% Microsoft internal data, 2013
  8. 8. 85% Broad match conversion as a percentage of exact match Monthly Frequency of updates to Bing Ads matching technology Microsoft internal data, 2013
  9. 9. 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
  10. 10. 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
  11. 11. Learn how broad match stacks up 70%more clicks 27%more clicks Microsoft internal data, Oct 2013
  12. 12. Your business is unique, learn how broad match stacks up across Retail 68%more clicks 26%more clicks Microsoft internal data, Oct 2013
  13. 13. Your business is unique, learn how broad match stacks up across Telecommunications 72%more clicks 21%more clicks Microsoft internal data, Oct 2013
  14. 14. 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
  15. 15. Your business is unique, learn how broad match stacks up across Technology 72%more clicks 21%more clicks Microsoft internal data, Oct 2013
  16. 16. Your business is unique, learn how broad match stacks up across Financial Services 46%more clicks 19%more clicks Microsoft internal data, Oct 2013
  17. 17. Your business is unique, learn how broad match stacks up across Travel 44%more clicks 14%more clicks Microsoft internal data, Oct 2013
  18. 18. Your business is unique, learn how broad match stacks up across Automotive 79%more clicks 33%more clicks Microsoft internal data, Oct 2013
  19. 19. Your business is unique, learn how broad match stacks up across CPG 78%more clicks 34%more clicks Microsoft internal data, Oct 2013
  20. 20. Your business is unique, learn how broad match stacks up across Entertainment 84%more clicks 26%more clicks Microsoft internal data, Oct 2013
  21. 21. 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
  22. 22. 4Number of controls available in Bing Ads to help you manage traffic volume and quality 90% Microsoft internal data, 2013
  23. 23. Broad match modifier Exact negative keywords Match type optimization Most restrictive Least restrictive Phrase negative keywords
  24. 24. 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.
  25. 25. 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
  26. 26. 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
  27. 27. Appendix
  28. 28. along with words that are closely related. Broad match is the most inclusive match type. It captures words in your keywords, in any order….
  29. 29. Technology Microsoft internal data, 2013
  30. 30. Quality Microsoft internal data, 2013
  31. 31. Optimizing for value Microsoft internal data, 2013
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×