Fix The Exact Match Keyword Update (Synonyms?)
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.
We appreciate your feedback. We do not currently have plans to roll back the update to exact match, which included synonyms/implied words/same search intent. Our algorithms are constantly learning to improve the matching quality and we closely track close variant performance. For many advertisers, we have seen lower CPAs and higher CTRs for EEM compared to True Exact. It should also be noted that we will prefer true exact matches over any close variant where applicable. We will continue to monitor close variant quality as well as incorporate your feedback into our planning around any algorithm changes. We encourage you to continue to open support tickets if you are dissatisfied with the traffic your campaigns are receiving.
Hi Greg, this is exactly im having these days. It looks, i am wasting my money on bing
Thanks for sharing your concerns! At this time, we have no plans to and don’t foresee rolling back the close variant expansion to synonyms/implied words/same search intent. We closely monitor the quality of all EM at the marketplace level and have seen that EEM CVR is comparable to True Exact CVR, and EEM CTR is in fact slightly higher than True Exact CTR. We're always continuing to monitor and adjust our algorithms to maintain our quality thresholds.
For those advertisers that are uniquely impacted by the changes, please continue to open support tickets – our engineering team closely reviews the matches and patterns that cause DSATs and takes that into account.
In the meantime, we’re partnering with our Reporting team to distinguish our close variant matches in the Search Term Report, to better allow our customers/AMs to manage their expected matches and negatives negatives.
Hi Greg, this is exactly im having these days
Nikki Kuhlman commented
I agree - I'm seeing the keyword [bread pudding order online] mapping to [bread pudding near me]! Two completely different intents!