Bing Ads Updating Exact Match Close Variants in the U.S.

Exact match close variant update to also include reordered keywords in the United States.

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In the next few months, an update to exact match close variant technology in Bing Ads, now including reordered keywords will launch in the United States. This way, "you don't need to build and manage all the many reordered or reworded variations of keywords," writes the team.

With this update, the exact match keywords will match to queries with exactly same keyword tokens, whether the order of the keyword tokens are the same or not, explains bing.

Close variations also exposes to additional valuable clicks and conversions. But, Bing said, it will preference any exact match keyword in the account over a close variation. And, the reordering of tokens will only happen, "when it doesn't change the meaning such as 'post address change' vs 'change post address'," bing said. Below are some examples, that could include:

  • "teriyaki chicken" and "chicken teriyaki"
  • "gluten intolerance symptoms" and "symptoms gluten intolerance"
  • "tv schedule for tonight" and "tv schedule tonight"
  • "hotel in new york" and "hotel new york"

Phrase match is not included in this update. Additionally, function words or stop words may be ignored, if they don't impact the intent behind a query, including, "s, a, the, on, for, in."

Bing recommends to use remarketing, automated bidding and negative keywords, for further optimizing campaigns.

Bing notes, it will continue evaluating performance in other markets, as well.

For those new to Bing Ads, "ads for close variations help advertisers reach more customers, and can include singular and plural forms, abbreviations, misspellings, punctuations, word blending, accents and stemming. This can help in not only driving additional clicks where the customer intent is the same, but also saving you time by not having to build and manage the many variations of your keywords."

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