The other day I was perusing the search terms report for a client I came across a downright terrible match. Behold:
In case you can’t read that, it says that the keyword “Davis County plumber” was triggered by someone who searched “juror duty davis county utah”. I understand how semantics work and I can understand when slipper matches with basketball shoe. They’re both footwear, but juror duty has nothing to do with plumbers.
I was a little miffed and so I tweeted the BingAds Twitter handle (they’re very helpful and responsive BTW).
— BingAdsSupport (@BingAdsSupport) July 8, 2016
Bing Broad Match Too Broad – Use Modifier
As you see, the phrase “Davis County” matched to my keyword regardless of the presence of “plumber”. That means that anyone searching for anything in, around or near Davis County could potentially see and click my ads that are very specifically for a plumber. Not a good user experience.
But as the tweet pointed out, the way to remedy the loose matching is with the addition of a modifier. Just make your keword “+Davis +County +Plumber” and then Bing will only match your ads to queries with those keywords present.