Bing Ads Launches Close Variants for Broad Match Modifiers
Broad match modifiers help advertisers control the intent of users seeing ads, but Bing says advertisers may have been missing out because of grammatical errors in queries.
Bing Ads says it is launching close variants for broad match modifiers in the U.S. market to help advertisers maximize the impressions relevant to their modifiers.
In other words, Bing says ads will now also be displayed when users have queries with minor grammatical variations of modifiers, such as plurals, abbreviations, acronyms, spacing, misspellings, accents, punctuation, and equivalent expressions.
A blog post announcing the change includes the following image with examples:
“We are confident that this feature will help to drive more highly qualified click volume to your campaigns,” writes Microsoft group program manager Matt Bisson in the post. “In testing, we have seen some promising results, with click-through rates increasing on average 3 percent [per internal Microsoft data] for ads using broad match modifier with close variants applied, at no impact to average cost-per-click.”
According to Bing, broad match modifier is a feature that helps advertisers narrow down broad match to ensure they can better control the intent of the users seeing the ads, but still benefit from the additional volume that broad match offers. However, to date, Bing says advertisers may have been missing out on keywords with the very intent they are looking for because they are misspelled, abbreviated, or written using different grammar.
Bing Ads also recently announced it would test the inclusion of close variants in exact match in the U.S. for a portion of queries, including “minor grammatical variations,” such as plurals, abbreviations, acronyms, spacing, and misspellings.
The post announcing broad match modifiers says close variants for exact match for international markets is in the testing stage.
Most Popular
Is it time to switch to a new SEO tool?
After interviewing top global SEO agencies, we got insights into the factors that most influence the decision to test, and even switch, to a new core SEO tool
Why killing your content marketing makes the most sense
“Kill your darlings”, yes, I said it! It may sound crazy but will be one of the wisest and most valuable business decisions you made – here’s why
30 ways to market your online business for free
For many people and businesses, the word ‘marketing’ conjures up visions of pricey marketing strategies and excessive expenditure. However, it doesn’t have to be expensive: there are plenty of free ways to market a business. In this post, we share 30 things you can do right now to market your online business for free.
Using SEO data analytics to identify business gaps
SEO pioneer, serial entrepreneur, and best selling author, Kris Jones identifies three critical aspects that can be fixed to create the foundation of a successful SEO strategy in 2021