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||to be able to|
|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?