Bing Ads Keyword Match Types
In Microsoft Advertising (formerly Bing Ads), keyword match types control which search queries can trigger your ads.
Choosing the right match type helps you get relevant traffic, control costs, and improve conversions.
What Are Keyword Match Types in Bing Ads?
Keyword match types tell Bing:
- How closely a user’s search must match your keyword
- When your ad should show
- How much control you want vs how much reach
In simple words:
Match types decide how strict or flexible your keywords are.
Why Keyword Match Types Matter
Using the right match type helps you:
- Avoid irrelevant clicks
- Control ad spend
- Improve CTR and Quality Score
- Get better-quality leads
Wrong match types = wasted budget.
Types of Keyword Match Types in Bing Ads
Microsoft Advertising supports four main keyword match types:
- Broad Match
- Phrase Match
- Exact Match
- Negative Match
Let’s understand each one clearly.
1. Broad Match
Broad Match gives your ads the maximum reach.
How It Works:
Your ad may show for:
- Related searches
- Synonyms
- Variations
- User intent–based queries
Example:
Keyword: digital marketing services
Ads may show for:
- online marketing company
- internet advertising services
- digital promotion agency
When to Use:
- New campaigns
- Discovering new search terms
- Brand awareness
Risk: Can attract irrelevant traffic if not monitored.
2. Phrase Match
Phrase Match offers a balance between reach and control.
How It Works:
Your ad shows when the search includes the meaning of your keyword, in the same order, with extra words before or after.
Example:
Keyword: “digital marketing services”
Ads may show for:
- best digital marketing services
- affordable digital marketing services
Ads will NOT show for:
- services for digital marketing training
When to Use:
- Lead generation campaigns
- When relevance is important
- Most recommended for beginners
3. Exact Match
Exact Match gives you the highest control and relevance.
How It Works:
Your ad shows only when the search has the same meaning or intent as your keyword.
Example:
Keyword: [digital marketing services]
Ads may show for:
- digital marketing services
- digital marketing service
Ads will NOT show for:
- digital marketing agency
- online marketing services
When to Use:
- High-converting keywords
- Limited budgets
- Performance-focused campaigns
4. Negative Match
Negative Match prevents your ad from showing for unwanted searches.
How It Works:
You tell Bing what searches to block.
Example:
Keyword: digital marketing services
Negative keyword: free
Your ad will NOT show for:
- free digital marketing services
- digital marketing services free course
When to Use:
- Always (mandatory for cost control)
- To block irrelevant traffic
- To improve conversion quality
Real-Life Example (Easy to Understand)
Example: Digital Marketing Agency
Goal: Get quality leads
Keyword Strategy:
- Broad: digital marketing
- Phrase: “digital marketing services”
- Exact: [digital marketing agency]
- Negative: free, course, job
Result:
- Reduced wasted click
- Higher lead quality
- Better ROI
Best Practices for Bing Ads Keyword Match Types
- Start with Phrase & Exact
- Use Broad only with search term monitoring
- Add negative keywords weekly
- Separate match types into different ad groups
- Optimize based on performance data
Common Beginner Mistakes ❌
- Using only Broad match
- Not adding negative keywords
- Mixing all match types in one ad group
- Ignoring search term reports
Bing Ads vs Google Ads
Microsoft Ads match types work very similar to Google Ads, but:
- Bing has slightly less aggressive close-variant matching
- CPCs are usually lower
- Desktop intent is stronger
Strategy remains mostly the same.