What are keyword match types and how do they impact Bing Ads performance?

Keyword match types are a way to control which searches trigger your Bing Ads. By using different match types, you can fine-tune your targeting and ensure that your ads are shown to the most relevant audience. Here are the four keyword match types in Bing Ads and how they impact performance:

1. Broad match: This is the default match type and it allows your ad to show for a wide range of searches related to your keyword. This can help you reach a larger audience, but it may also result in irrelevant clicks and lower click-through rates.
2. Phrase match: This match type allows your ad to show for searches that include your keyword as a phrase, in the same order as you specified. This can help you target more specific searches and improve the relevance of your ads, but it may also limit your reach.
3. Exact match: This match type allows your ad to show only for searches that exactly match your keyword, without any variations or additions. This can help you target very specific searches and improve the relevance of your ads, but it may also limit your reach.
4. Negative match: This match type allows you to exclude certain searches from triggering your ads. This can help you improve the relevance of your ads and reduce wasted clicks, but it may also limit your reach.

By using the right combination of keyword match types, you can optimize your Bing Ads campaigns for maximum performance. For example, you may want to use broad match to reach a larger audience, and then use phrase and exact match to target more specific searches and improve the relevance of your ads. You can also use negative match to exclude irrelevant searches and reduce wasted clicks.

It's important to regularly review your search term reports and adjust your match types as needed to ensure that your ads are being shown to the most relevant audience. By using the right match types and continuously optimizing your campaigns, you can improve your click-through rates, conversion rates, and overall ROI.