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Using the match typebroad match 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. Then, to make sure you're getting just the right search queries, you can use the broad match modifier to fine-tune or restrict how the broad match is applied. Here's more information on broad match and other match types.
So, what are the benefits of setting your search keywords to broad match?
Here's an example 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
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 Microsoft Advertising 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, 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.