Bing Broad Match Modifier Update

Bing has introduced a new match type which gives advertisers the ability to tighten up search queries that are matched to an existing broad match keyword. The new match type, Broad Match Modifier (BMM), can be used alongside their existing phrase and exact match terms. This new feature will assist advertisers in finding the right balance between too little and too many impressions and clicks. Responding to this change, marketers should examine their keyword strategy for Bing campaigns.

Key takeaways:

  • BMM can help capture additional relevant search queries not included in your phrase/exact match keyword list
  • Since BMM does not include matches to synonyms or relevant search queries that are not included in keyword lists, marketers should build out separate campaigns or ad groups for BMM keywords while keeping existing Broad Match keyword structures to minimize any loss in traffic until there is enough statistical data to make ROI decisions
  • This feature allows advertisers to have more control over their keywords, and how their ads are being displayed against keywords, which should result in better performance

IgnitionOne recommends that marketers avoid including modified minor words (i.e. +a, +an, +the, +for, +to, +in). Searchers  often omit these words when searching, so attaching a “+” to them can limit traffic. Furthermore, IgnitionOne highly recommends the use of BMM for campaigns with strict ROI goals. This feature allows advertisers to have more control over their keywords, and how their ads are being displayed against keywords, usually resulting in better performance. Lastly, please note that this feature is currently only available in the US and Canada.

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