A Bing product called Broad Match, a method of query-keyword matching, promises to get marketers more conversions and ensure they lose less clicks, while reaching a wider audience.

Just like art or beauty, ad relevance is subjective: it's all in the eye of the beholder.

When it comes to search advertising, relevance can vary drastically based on the searcher's personality and preferences. And what search marketers perceive as relevant to the consumer is far less important than how the consumer responds and interacts with our ads.

Each day, researchers at Bing Ads data track how millions of consumers interact with ads of all shapes and sizes, and we use this data to predict which ads suit the needs of the consumers. It's with this in mind that Broad Match takes the stage. What is Broad Match? It's method of query-keyword matching that helps you reach a wider audience and control what you want to be matched to, all while enjoying high quality conversions.

Broad Match vs. Broad Match Modifier: Making the Right Choice

When it comes to choosing between Broad Match and Broad Match Modifier, it all depends on what you are looking for from your campaign. There is a difference, and it can substantially affect your campaign results.

Both approaches provide you with great matching technology to help you secure more clicks and conversions, but our data shows that Broad Match Modifier can sometimes leave untapped clicks and conversions on the table. Broad Match has been shown to bring 85 percent more conversions that Broad Match Modifier.


bing-broad-match2Broad Match not only provides more conversions, it's also a better way to protect your impressions through increased volume. Our data showed that 59 percent of impressions and 44 percent of clicks were lost when Broad Match was not used. That's (Read more...) big risk to take.

And with the controls that Bing Ads makes available through Broad Match, you can easily manage traffic volume and quality.


Over the past 12 months, Bing Ads has invested heavily in our matching technology to deliver increased volume and controls that preserve ad relevance and match consumer intent with keywords that advertisers are bidding on.

Ultimately, you make the choices - you are in control. With Broad Match Modifier, depending on your goal and the nature of your industry (Retail is a good example), you could benefit from the higher conversion rate. However, you could be leaving additional clicks and conversions on the table when using it alone. Using Broad Match brings additional impressions, clicks and conversions to most industries, maximizing your reach. And more food for thought: Broad Match converts better in certain industries (like Financial Services and Travel) than Broad Match Modifier.

Every Business Deserves a Unique Search Strategy

Depending on your goal and the nature of your industry, Broad Match or Broad Match Modifier may be the right fit for you. As always, verticals matter, and it's important to understand what works best for your particular industry.

Here are just a few Broad Match best practices to take your campaigns to new heights:

  1. Ensure your campaigns are opted into Broad Match to get maximum reach without sacrificing quality with other match types.
  2. Dial Broad Match up or down depending on conversion value by bidding explicitly for each match type relative to performance.
  3. To further enhance control, use negative keywords to block unwanted query matches. Refine with additional negative keywords as needed. 
  4. Leverage Broad Match Modifier to set restrictive limits, keeping in mind that Broad Match Modifier can block up to 90 percent of Broad Match potential volume.

Ad relevance and quality are of the utmost importance when it comes to advertising success. Each search query that's matched to Broad Match or Broad Match Modifier is leveraging Bing's expansive knowledge of actual consumer behavior, ensuring the most relevant ad is displayed, and increasing value to searchers and advertisers alike.

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