Bing Ads Keyword Match Types

What are keyword match types

  1. Broad match
  2. Broad match modifier
  3. Phrase match
  4. Exact match
  5. Negative keywords

For the best chance of success, least 20 keywords in each ad group and at least 50 keywords across your campaign.

1. Broad Match

Syntax: keyword

Broad match triggers the display of your ad when a user searches either the individual words in your keyword in any order or words related to your keyword.

Why use it: Use broad match when you want to sell a wide set of products to a large group of customers.

Keyword : winter vacations 

  1. winter vacation 3. vacations winter 5. trips
  2. best winter vacations 4. winter best vacation

2. Broad match modifier

Syntax: +Keyword

  • In order to trigger your ads, specific words (or close variants) must be present in the search query.
  • Broad match modifiers are no longer supported and can’t be added to your ad groups.

Keyword : +winter +vacations 

  1. winter vacation 3. vacations winter
  2. best winter vacations 4. winter best vacation

3. Phrase match

Syntax: “Keyword”

  • Phrase match triggers your ad when all your keyword, or close variants present in the search query in exactly the same order or re-ordered.

Keyword : “winter vacations” “garden tools”

Trigger search terms                  Unmatched search terms

winter vacations                         vacations winter        

best winter vacations                winter best vacations

best gardening tools                  gardening without tools

4. Exact match

Syntax: [Keyword]

  • Exact match triggers when the exact words in your keyword appear in a customer’s search query.
  • Exact match can also match to search queries that are minor variations of the keyword.
  • Why use it: Choose exact match for very targeted set of customers.
  • Keyword : [winter vacations] [garden tools]

Trigger search terms                  Unmatched search terms

winter vacations                         vacations winter  , best winter

5. Negative keywords

Syntax:  [keyword] or “keyword“

  • Negative keywords define search queries that should not trigger your ad.
  • Negative keywords can be exact or phrase matches.
  • Negative keywords let you specify words that you want to ignore.
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