How does keyword match type selection on Bing Ads compare to Google Ads?

Keyword match types are used in both Bing Ads and Google Ads to control which searches can trigger a particular ad. While the overall concept is similar, there are some differences in how Bing Ads and Google Ads implement keyword match types. Here's a comparison:

Bing Ads:

* Bing Ads offers four keyword match types: Broad Match, Broad Match Modifier, Phrase Match, and Exact Match.
* Broad Match is the default match type and allows ads to show for variations of the keyword, including synonyms, related searches, and misspellings.
* Broad Match Modifier allows ads to show for variations of the keyword, but requires that the modified keyword be included in the search query.
* Phrase Match allows ads to show for searches that include the exact keyword phrase, in the same order, with additional words before or after the phrase.
* Exact Match allows ads to show only for searches that exactly match the keyword, including misspellings and singular or plural forms.

Google Ads:

* Google Ads offers five keyword match types: Broad Match, Broad Match Modifier, Phrase Match, Exact Match, and a new match type called "Close Variants" for exact match keywords.
* Broad Match is the default match type and allows ads to show for variations of the keyword, including synonyms, related searches, and misspellings.
* Broad Match Modifier allows ads to show for variations of the keyword, but requires that the modified keyword be included in the search query.
* Phrase Match allows ads to show for searches that include the exact keyword phrase, in the same order, with additional words before or after the phrase.
* Exact Match allows ads to show for searches that exactly match the keyword, including misspellings and singular or plural forms. However, with the introduction of "Close Variants," ads may also show for searches that are semantically similar to the exact match keyword.

In summary, Bing Ads and Google Ads offer similar keyword match types, but there are some differences in how they are implemented. Google Ads has a slightly more granular approach with the addition of "Close Variants" for exact match keywords, while Bing Ads does not have an equivalent feature. Advertisers should carefully consider their keyword match type selection to ensure that their ads are shown to the most relevant audience.