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PPC Back to Basics - Match Type Essentials for the Beginner

Your keyword’s match type will affect the number of eyes who see your online ad and click on it.  Therefore, being deliberate about match type is a simple investment you can make in your campaign’s performance. Here are the three main match types and how they relate to an online search query.


Essentially, match types “tell” Bing how to interpret the relationship of a searcher’s online query to the keywords you’ve chosen to associate with your ad, and display your ad accordingly.  I think of it as telling Bing how far and wide I want to throw my ad, considering the balance between cost of just showing up online vs. showing up to the right people.  In general, Broad = Broadest coverage.  Phrase = Medium coverage. Exact: Targeted. 

Match type application in your Bing Ads campaign management tool:

bing ads keyword match types

If You Want This Do That

If you want maximum brand exposure, cast the widest net and apply all three match types for each of your keywords. If your customers search using the words in your keyword list, in any order, your ad will display. Broad match will also trigger displays for synonyms, plurals, and related phrases, regardless of whether you’ve specifically included them in your keyword list. 

If you want to attract a specific target audience, apply “Exact” match type to carefully-chosen keywords. Do this when you have a good idea about the keywords your target audience will use to search for your product or service online, and how they will type it into a Bing and/or Yahoo! search. For example: I know people search for “Fake Muffin Tops” and I’m the only one who makes them, so in my keyword list, I will include “Fake Muffin Tops” and select “Exact” in the Match Type column next to it.

You can reassess your match type performance by running a keyword performance report to assess how well your keyword match type corresponds to the search queries and optimize accordingly.

What do you think?