Using the broad match type for a keyword makes your ad eligible to be displayed when a search query or other input includes either the individual words in your keyword in any order, or words related to your keyword. If you find that some of your broad match keywords are matching on search terms that aren't relevant to your business, you can use the broad match modifier to fine-tune or restrict how the broad match is applied.
Here's more basic information on broad match and other match types.
So, what are the benefits of setting your search keywords to broad match?
Here are some examples of how broad match might work:
|Broad match keyword||Ads may show on searches for:|
|Hawaii hotels||Hawaii rentals
Honolulu Hawaii hotels
Hawaii Maui hotels
truck lease offers
|Purple high heels||
Women's high heels purple
Heels on sale
|Online tax filing||
Tax filing software
Pay taxes online
thin and light notebooks
Red floral arrangements
Keep in mind that there will be times when different options might be more helpful. For example:
Let's say you create the broad match keyword Hawaii Hotels. A query for Hawaii Rentals might also trigger your ads, since "rentals" is related to hotels. But you own a hotel and don't want traffic from searchers looking for rental properties. Your solution? Simply add the "+" broad match modifier to your keyword to make it Hawaii +Hotels. This tells Bing Ads that the word Hotels must be in the query in order for your ads to be eligible to be served.
Here are some examples of how your ad might show:
|Search term||Is ad eligible?|
|Broad Match Keyword:
|Broad Match Modifier Keyword:
|Hotels Hawaii Maui|
|Hotels Maui Rentals|
|Rentals Hawaii Maui|
For English ads in the United States, United Kingdom, Australia, and Canada, and for French ads in Canada, any close variations of words with the broad match modifier can also trigger your ad. Here are some examples of close variations that are included:
If you find that close variations to your broad match modifier are triggering your ad incorrectly, add those close variations to your negative keywords.
Broad match modifiers only affect search ads. On the content network, broad match modifiers serve as broad match keywords.