unlock more volume with broad match on bing ads
DESCRIPTION
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.TRANSCRIPT
Unlock more volume with broad match on Bing Ads
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.
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
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.
Quality
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
30%
Microsoft internal data, 2013
85% Broad match
conversion as a
percentage of exact
match
Monthly Frequency of
updates to Bing Ads
matching
technology
Microsoft internal data, 2013
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
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
Learn how broad match stacks up
70% more clicks
27% more clicks
Microsoft internal data, Oct 2013
Your business is unique, learn how broad match stacks up across Retail
68% more clicks
26% more clicks
Microsoft internal data, Oct 2013
Your business is unique, learn how broad match stacks up across Telecommunications
72% more clicks
21% more clicks
Microsoft internal data, Oct 2013
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
Your business is unique, learn how broad match stacks up across Technology
72% more clicks
21% more clicks
Microsoft internal data, Oct 2013
Your business is unique, learn how broad match stacks up across Financial Services
46% more clicks
19% more clicks
Microsoft internal data, Oct 2013
Your business is unique, learn how broad match stacks up across Travel
44% more clicks
14% more clicks
Microsoft internal data, Oct 2013
Your business is unique, learn how broad match stacks up across Automotive
79% more clicks
33% more clicks
Microsoft internal data, Oct 2013
Your business is unique, learn how broad match stacks up across CPG
78% more clicks
34% more clicks
Microsoft internal data, Oct 2013
Your business is unique, learn how broad match stacks up across Entertainment
84% more clicks
26% more clicks
Microsoft internal data, Oct 2013
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
4 Number of controls
available in Bing
Ads to help you
manage traffic
volume and quality
90%
Microsoft internal data, 2013
Broad match modifier
Exact negative keywords
Match type optimization
Most
restrictive
Least
restrictive
Phrase negative keywords
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.
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
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
Appendix
along with words that are closely related.
Broad match is the most inclusive match type. It captures words in your keywords, in any order….
Technology
Microsoft internal data, 2013
Quality
Microsoft internal data, 2013
Optimizing for value
Microsoft internal data, 2013