Hello, I would like to suggest a tool to measure a brand’s association with different keywords against our competitors over time. It could work by looking at a users’ initial search that does not contain a brand name and then subsequent searches that contain brand names. With this we could begin to understand how our efforts lead to people associating our brand with different keywords. Running a tool like this on a regular basis and creating a trend from the results will enable us to see if our brand has become more or less associated with different keywords throughout the course of a year in comparison to our competitors.

It could be built in a way where a list of keywords and a list of competitors are used as inputs with a specific date range and the results show which brands have the highest volume of being included in searches for the specified keywords.

This tool will allow us to find valuable insights related to our brand, which could be up leveled to stakeholders and executives.

Thank you.

Bing has started dropping words from exact match terms and calling it under 'same search intent'. For example, they are dropping PURCHASE intent keywords like buy, order, online, ship, delivery and mapping it to the root words.

For example, the keyword 'buy sticky toffee pudding' will show for the search 'sticky toffee pudding' because they say the intent is the same. The data I have absolutely differs - people do not convert on the root word, or if they do, it's a rate that makes the ROAS exceptionally poor.

Also, Google does not do this. They do not drop words like this.

Here's the reply back from Bing that this is as intended.
{startquote}

I have received a reply from our technical team. They have informed me that this behavior is expected from exact match keywords. I did push back several times to ensure this was accurate information as even I am surprised by this.

The team explained that Exact match can also match to search queries that are minor variations of the keyword. These are considered close variations. Close variant search queries can include singulars, plurals, abbreviations, misspellings, punctuation, accents, stemming, reordered words, synonyms, paraphrases, implied words, and same search intent. ?

In this particular case, the matches fall under 'same search intent'. People searching for 'sticky toffee pudding' on Bing, have the same search intent as 'buy sticky toffee pudding online': {endquote}

This needs to stop - this is not the way to get volume - it's causing the results of clients to degrade and we spend too much time having to chase negatives that we should never have to be adding.

Bing needs to fix the recent exact match keyword update. The new update essentially makes exact match keywords useless. With the new update, exact keywords can match to synonyms which does NOT allow advertisers to show the most relevant ad to someone searching on Bing.

For us, this has resulted in a lower return on investment and higher advertising spend.

For those not familiar, Bing's new update allows for reordering, stop/function word dropping, implied words/ same search intent, and synonyms (NEW). The update was designed to follow Googles new update for exact match keywords. Unfortunately, the parity is far from close.

Please remove the synonym addition to the exact match update and allow advertisers to show the most relevant ad to someone searching on Bing.

I've had numerous interactions with customer support. I am yet to converse with anyone that seems to truly understand AdWords. Bing is definitely a secondary platform in most marketer's eyes and so their base knowledge of PPC will be AdWords. How can Bing support their platform if you don't know your clients background (adwords)? Know the lingo, know the feature equivalents between platforms.

Another problem is with chat - I enter in my name and email address before I start a chat... only to be asked that information again before getting help. I say what my account name is, and problem is... .only to be asked that again "for verification purposes"..... the process is tedious, and frustrating. All information I was asked (URL, currency, where I sell products) is visible in my account information... its in there for a purpose. why not reference that?

Long Story Short - Support needs major improvements.