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.

Google's AdWords campaigns allows a mixed campaign type: some ads can be "Search & Content" while others can be "Dynamic Search".

Bing only allows one campaign type to exist.

When those campaigns are now imported into Bing - starting in December - the "Search & Content" ads and keywords are all dropped. At Bing one winds up with a campaign with just a few Dynamic Search ads. All the other ads and all the keywords are dropped off.

For now, we'd be much better off, if Bing could drop the "Dynamic Search" and make the campaigns just "Search & Content". Losing the hundreds of ads/keywords in an AdWords campaign during the import, makes it impossible to run our ads on both platforms.

In the long run, Bing should allow a mix in the campaign.

Currently the Bing tech support is unable to provide any guidance. They expect us to manually enter all the ads/keywords into the imported Bing campaigns