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. 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.
5. 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.
7. 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
10. 85%
Broad match
conversion as a
percentage of exact
match
Monthly
Frequency of
updates to Bing Ads
matching
technology
Microsoft internal data, 2013
12. 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
13. Learn how broad match stacks up
70%more clicks
27%more clicks
Microsoft internal data, Oct 2013
14. Your business is unique, learn how broad match stacks up across
Retail
68%more clicks
26%more clicks
Microsoft internal data, Oct 2013
15. Your business is unique, learn how broad match stacks up across
Telecommunications
72%more clicks
21%more clicks
Microsoft internal data, Oct 2013
16. 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
17. Your business is unique, learn how broad match stacks up across
Technology
72%more clicks
21%more clicks
Microsoft internal data, Oct 2013
18. Your business is unique, learn how broad match stacks up across
Financial Services
46%more clicks
19%more clicks
Microsoft internal data, Oct 2013
19. Your business is unique, learn how broad match stacks up across
Travel
44%more clicks
14%more clicks
Microsoft internal data, Oct 2013
20. Your business is unique, learn how broad match stacks up across
Automotive
79%more clicks
33%more clicks
Microsoft internal data, Oct 2013
21. Your business is unique, learn how broad match stacks up across
CPG
78%more clicks
34%more clicks
Microsoft internal data, Oct 2013
22. Your business is unique, learn how broad match stacks up across
Entertainment
84%more clicks
26%more clicks
Microsoft internal data, Oct 2013
23. 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
24. 4Number of controls
available in Bing
Ads to help you
manage traffic
volume and quality
90%
Microsoft internal data, 2013
25. Broad match modifier
Exact negative keywords
Match type optimization
Most
restrictive
Least
restrictive
Phrase negative keywords
26. 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.
27. 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
28. 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