Using broad match and broad match modifier

Using broad match and broad match modifier

Learn about the broad match modifier, how to use it with the broad match type, and how it will impact the eligibility of ads to serve.

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 being applied.

Here's more basic information on broad match and other match types.

How broad match can help you

So, what are the benefits of setting your search keywords to broad match?

  • Spend less time building keyword lists. Trying to figure out seemingly endless variations of keywords is time consuming. With broad match, Bing Ads does the work for you! This way, you don’t have to worry about creating keyword lists to try to cover all relevant searches.
  • Spend money on keywords that work. Not all keyword variations will lead to clicks for your ads, so Bing Ads will stop showing your ads for those specific keyword variations. Doing so will allow you to focus on the keywords that do work and not accrue click charges for keyword variations that don’t. We are constantly working to improve our broad match functionality to make sure your ads are shown only on relevant terms.

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
Best SUV SUV comparison
Best cars
truck lease offers
Purple high heels Women's high heels purple
Lavender stilettos
Heels on sale
Online tax filing Taxes efile
Tax filing software
Pay taxes online
Ultrabook laptop best ultrabooks
thin and light notebooks
laptop deals
Red flowers Red floral arrangements
Crimson flowers
poinsettias gift

Keep in mind that there will be times when different options might be more helpful. For example:

  • Your quality score shows you how competitive your ads are in the marketplace. A low quality score means that your competitors’ campaigns are performing better than yours – in other words, their ads are probably showing more often and more prominently on the search results page.
  • Preferring short keywords over long keywords can also improve the quality of your matches when using broad match.
  • If you are interested in improving your click-through rate (CTR), consider using exact and phrase match. While this means that your ads will show far less often than if you used broad match, having a higher CTR means that your ads are being more precisely targeted.

What are broad match modifiers?

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. The solution? Simply add the "+" broad match modifier to your keyword to make it Hawaii +Hotels. This tells Bing Ads that the word Hotels (or one of its close variations) 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:

Hawaii Hotels

Broad Match Modifier Keyword:

Hawaii +Hotels

Hawaii Hotels Yes Yes
Hawaii Rentals Yes No
Maui Hotels Yes Yes
Maui Rentals Yes No
Hotels Hawaii Maui Yes Yes
Hotels Maui Rentals Yes Yes
Rentals Hawaii Maui Yes No

For English, French, and German ads in the United States, United Kingdom, Australia, Canada, France, and Germany, close variations of words with the broad match modifier can also trigger your ad. Examples of the types of close variations that are considered include:

  • Plurals: The keyword luxury +resorts will match the query luxury resort.
  • Stemming: The keyword +swim team will match the query swimming team.
  • Misspellings: The keyword Hawaii +vacation will match the query Hawaii vacaton.
  • Abbreviations and acronyms: The keyword Redmond +Washington will match the query Redmond WA.
  • Word blending and splitting: The keyword +super +market will match the query supermarket.
  • Common spelling variations: The keyword community theatre will match the query community theater.
  • Punctuation: The keyword real estate will match the query real-estate.

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.

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