78 votes9 comments · Microsoft Advertising Feature Suggestions » Match Types · Flag idea as inappropriate… · Admin →
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.
An error occurred while saving the commentJohan commented
This is very shady. Let me guess, "buy sticky toffee pudding" has a higher bid than "sticky toffee pudding".
"...It should also be noted that we will prefer true exact matches over any close variant where applicable." This statement is false, it will go where it can yield msft the highest cpc.
25 votes1 comment · Microsoft Advertising Feature Suggestions » Match Types · Flag idea as inappropriate… · Admin →
We appreciate your input and feedback on the existing matching behavior. We encourage you to reach out to the support team to help address any issues you may encounter in the immediate term. Our algorithms are continuously learning and working to improve matching quality.
As our algorithms continue to learn, we have observed that close variant performance and quality has significantly improved over the past few months. For many customers, close variants are performing better than canonical match types; we do not have any plans to revert the close variant updates. For those customers that are uniquely impacted by these changes, combining effective negative keyword strategies, use of Broad Match Modifier, and escalating to support are great options to address concerns that may still arise.