Let’s break it down
Connect with
the customers
you want
Use broad match when…
Use phrase match when…
Use exact match when…
You want to sell a broad set of products
to a large group of customers.
You want to sell a particular type
of products to a targeted group
of customers.
You want to sell an exact product to
a very targeted set of customers.
Your ad shows when a customer
searches your keyword in a wide
variety of ways.
Your ad shows when a customer
searches your keyword in the
right order.
Your ad shows when a customer
searches your exact keyword — including singular and plural forms.
Use match types to reach
more of the right people
Match types are easy-to-use
targeting settings. Identifying
your mix of match types is a
powerful yet simple way to get
your ad in front of the customers
you want.
Explore more
Discover the power of broad match
Try broad match modifiers
eyeglasses
designer eyeglasses
designer red eyeglasses
eyeglases
eye glasses
buy eyeglasses online
womens eyeglasses
shop ladies glasses
men’s eyeglasses
guys eyeglasses frames
designr eyeglasses
designer eyeglases
designer eyeglasses sale
red designer eyeglasses
designer red eyeglasses
designer glasses
designers red eyeglasses
but not:
Pro tip: Use both exact and broad match together in one campaign. Why? 30% of daily searches on Bing are unique,1 so using
both match types lets you capture new and existing customers not possible using exact match alone.
1. Internal Microsoft data, October 2013. Based on U.S. data for PC only.