What keyword match types should I use to maximize ad visibility on Bing Ads?

To maximize ad visibility on Bing Ads, it's essential to use a combination of keyword match types strategically. Here's a breakdown of the different match types and how to use them effectively:

1. **Broad Match:**
   - **Syntax:** Example: keyword
   - **Description:** Ads may show on searches that include misspellings, synonyms, related searches, and other relevant variations. It provides the widest reach but may also result in less targeted traffic.
   - **Use:** Use broad match to capture a wide range of search queries related to your keywords. It's good for discovering new keyword variations and increasing overall visibility.

2. **Broad Match Modifier (BMM):**
   - **Syntax:** +keyword +modifier
   - **Description:** Ads may show on searches that include the modified term (or close variations), in any order. It ensures more control than broad match while still allowing for flexibility.
   - **Use:** BMM is great for reaching a broader audience than phrase or exact match while maintaining some level of relevance and control over the types of searches triggering your ads.

3. **Phrase Match:**
   - **Syntax:** "keyword"
   - **Description:** Ads may show on searches that include the exact phrase or a close variation of it, with additional words before or after. It offers more control than broad match.
   - **Use:** Use phrase match to target specific phrases that are important to your business. It provides a balance between reach and specificity, capturing searches that include your core keywords in a particular order.

4. **Exact Match:**
   - **Syntax:** [keyword]
   - **Description:** Ads may show on searches that match the exact term or close variations of it, without additional words before or after. It offers the highest level of control and specificity.
   - **Use:** Exact match is ideal for targeting highly specific keywords where you want to ensure your ads are shown only when someone searches for the exact keyword or a very close variant. This match type usually has higher click-through rates (CTR) and can be more cost-effective for highly targeted campaigns.

**Strategy Tips:**
- **Start with Broad Match:** Use broad match to gather data on how users are searching for your products or services. Monitor search terms reports regularly to identify new keyword opportunities and negative keywords.
 
- **Refine with BMM and Phrase Match:** Once you have enough data, refine your campaigns by adding BMM and phrase match keywords to capture more specific searches that are likely to convert.

- **Use Exact Match for Precise Targeting:** For high-performing keywords or exact product names, use exact match to maximize relevance and control costs.

- **Regularly Review and Adjust:** Continuously monitor your campaigns' performance and adjust keyword match types based on the data to optimize for both visibility and relevance.

By using a strategic mix of keyword match types and regularly analyzing performance, you can maximize ad visibility on Bing Ads while ensuring your ads are shown to the most relevant audience.