Home > Bing, SEM > Updates to How Bing Matches Keywords

Updates to How Bing Matches Keywords

Bing announced two items today. First is that Bing will be removing the opt-out functionality for Close Variant Matching on May 21st, 2015. The second announcement was related to how they match keywords to search queries. On May 21st, 2015, Bing will be adjusting how they normalize queries by adding back in what they called “Stop Words” which means terms like “is, a, an, what, the, and, at, to, of, or, about, for, with, on, from, by, ‘ve” to the search query. Additionally with the normalization it means that Bing will also start to show queries with accent characters like “á, ä, é, ә, í, ö, ó, ú, ü, ñ, ß, ӕ, и.”
bing-ads-keywordnormalization

Review your keyword list and SQRs to add in normalized queries and special characters by May 21st!

What is the action item? If you are currently bidding on broad match, it might not be much. However if you have a majority of phrase and exact match keywords make sure you’ve evaluated your SQR to add in phrase and exact match keywords with special characters and Stop Words.

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Categories: Bing, SEM
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