Gain More Relevant Traffic with Matching Change Coming Soon (U.S. and Canada Only)

This week the ad matching logic in Microsoft Advertising adCenter will be updated. In order to help expand your opportunities, this update will allow you to take advantage of more relevant traffic. Now with this update, if you bid only on the singular or only on the plural form of a keyword, adCenter will serve ads for both singular and plural forms of the keyword. With the new update, adCenter will automatically deliver the plural version of your campaign keywords even if you don’t already have the plural version included in your campaign(s). As an example, if your account has the term “car” but does not contain the term “cars,” adCenter will now apply and serve the “car” keyword bid and ad copy for “cars”. The same matching behavior will apply if you bid only on a plural form of the keyword, adCenter will still serve ads for both singular and plural forms of the keyword.

To ensure you gain only relevant traffic expansion, not all keywords are impacted by this update. Only a subset of keywords where the meaning of the  keyword is preserved in the singular and  plural form will experience this matching update.

Once the  matching extension is live:

• If you already bid on plural versions of your keywords, adCenter will not serve the associated copy for singular version of the terms. (Your plural keyword ad copy will trump the singular keyword copy.). Same matching  behavior will apply if the bidded keyword is the plural version and matching extension is expected to extend to the singular version of the keyword.
• Existing ads with different bids on plural and singular versions of a keyword will continue to behave in the same manner as they do today.

Should you have any additional questions or need assistance regarding these updates, please feel free to Contact Support or visit our Community Forums for further information.