With Microsoft Advertising (formerly Bing Ads) you can bid on 3 different match types: exact, phrase and broad. These match types take a successively broader interpretation of your search term. Broad match has to be used with care, but can be useful for casting a wider net. However broad match seems to have gone a bit nuts for Microsoft pay per click. Witness these recent results:
| broad match keyword | search term matched |
| perfecttable | core muscle machine |
| perfecttable | my plate |
| perfecttable | to be able to |
| perfecttable | numista threepence |
| perfecttable | splitwise |
| plans table | ofloxacin tablets |
| table plan software | small business software |
| table plan software | hr software for small business |
What!? How is “numista threepence” in any way a match for “perfecttable”? That is stretching the concept of ‘broad match’ to weird levels. I have deleted most of my broad match keywords. Is anyone else seeing this?
Successful Software 