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Today, we will be making updates to our broad match and phrase match behavior. The goal of this enhancement is to deliver higher-performing and more relevant impressions and clicks to advertisers invested in those match types. We suggest that you monitor your budgets to ensure your account is prepared to take on additional traffic. You’ll also want to monitor bids to ensure you’re able to compete effectively for any additional clicks and impressions.
Please contact support with any questions about this enhancement.
In the meantime, please refer to these informative blog posts and adCenter documentation for optimization guidance
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Thanks for the heads up, Ricky. Will you be posting more info on how PPC agencies can prepare/manage for this change? The articles you reference are helpful but don't address the new change.
Newsflash: Bing and MSN are losing about $500 million per quarter. Your solution. Put out a cryptic blog post to your customers that says you are going to spend more money with us but we are not going to tell you why.
Seriously, I don't know how to respond to this news flash other than to say ***.
How does one change the behavior of phrase match when by definition it is pretty clear what qualifies as phrase match? Are you changing the definition of phrase match to be something other than phrase match? I don't get it.
This blog post is so utterly disrespectful to your customers and so utterly absurd that it warrants getting forwarded to the board of Microsoft. It also warrants getting forwarded to your big institutional shareholders. If you think this is the way to win more search marketing dollars then you are sorely mistaken.
It's no wonder why Mircrosoft's share price is completely in the crapper.
Hi Frank,
To be clear, we are not changing the definition of what constitutes a phrase match; the definition of our match-types remains intact.
The adjustments referenced above are aimed at expanding the volume of impressions and high-quality clicks in an effort to improve conversion rates. Changes such as these can impact advertisers in different ways and so we felt it important to alert advertisers to the need to monitor and manage the their bids and budgets w/ a particular eye to their match type performance.
"The adjustments referenced above are aimed at expanding the volume of impressions and high-quality clicks in an effort to improve conversion rates."
What does this mean exactly? Can we get a real world example?
Hello Edwin,
Thank you for your question. I don't have any more specific information at this time, but more details will be posted to the blog soon.
Thanks! :)
It is nearly November...looking for that update on the match type "improvements"
As usual on this forum, there are no follow ups. What has changed to phrase match? Pretty appalling, but then it is always the same.
Apologies for the late response. adCenter has enhanced phrase match performance by selecting ads engaging with user intents in a higher degree. You can verify engagement performance by referencing KW Relevance Score and Landing Page Relevance Score. Those two scores would be located at each KW’s Quality Score.