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    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.

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    Anonymous commented  · 

    Same here. I bid on keywords such as +buy +(competitor product) or [buy (competitor product)] and Bing completely ignores the word 'buy' in my keyword, so that I get such lovely queries as 'how to use (competitor product)' or essentially any query that contains our competitor's name. When contacting support, I wait 2-4 weeks while my search term report is being 'diligently reviewed', only to get a reply that somehow 'buy' and 'how to use' show similar intent. I think MS Ads is using similar intent as a blanket statement to nickel and dime us with low value queries. They can point to whatever data they'd like to justify what they are doing, however my sales data shows me that these queries are not nearly as valuable. It's stupid that I need to add 10s-100s of negatives to EXACT MATCH ONLY campaigns.

    Anonymous supported this idea  · 

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