Advertisers can now drive more customers as in the latest update to “exact match close variant” Bing Ads has announced of including recorded keywords. So, advertisers won’t need to build and manage all the many reordered or reworded variations of their keywords to get the coverage.
The ads for close variations help driving additional clicks and conversions where a customer intent is the same, as well as it also save time by not having to build and manage the many variations of keywords. Close variants can include singular and plural forms, abbreviations, misspellings, punctuations, word blending, accents and stemming.
The exact match keywords update will “match to queries with the same exact keyword tokens, whether or not the order of the keyword tokens are the same” with preference to any exact match keyword in the account over a close variation, writes Bing Ads team.
Any function words or stop words, like for example: [ is, a, the, on, for, in ] “may be ignored if they don’t impact the intent behind a query.” Additionally, tokens will reoder only when it doesn’t change the meaning, such as “post address change” vs “change post address.”
“Phrase match is not included in this update,” says Bing Ads.
Here are some examples of exact match keyword, 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”
This update to exact match close variant technology is available in the following markets: United States (Aug 2017), United Kingdom (Nov 2017), France (Nov 2017), Germany (Nov 2017), and Canada (Jan 2018).
Additional markets will add in the future.
To further optimize your campaigns, you can use remarketing, automated bidding and negative keywords.