Keyword match types and close variants
Keyword match types define how broadly search queries match your bidding keywords on Bing. Here is how exact, phrase, and broad match operate alongside close variants.
The three core keyword match types#
Microsoft Advertising matches user search queries to advertiser keywords using three syntactic definitions: Exact Match, Phrase Match, and Broad Match.
Exact Match targets identical search intent; Phrase Match targets queries including the meaning of your phrase; and Broad Match dynamically expands to related topics as outlined in Microsoft Keyword Match Type Docs, 2026.
Close variant expansion mechanics#
Close variants apply to all match types, matching user queries that differ by spelling errors, singular and plural forms, stemming variations, abbreviations, and reordered words with identical meaning.
As documented in Microsoft Bidding and Match Type Guide, 2026, close variants cannot be disabled at the account level, making search term audits essential.
Regularly inspect Search Term reports to identify close variants that distort your core commercial keyword intent.
AI-powered Broad Match expansion#
Modern Broad Match evaluates user search history, previous Bing queries, and landing page content to match semantic intent rather than literal words, performing best when paired with Target CPA bidding.
Query funnelling and account sculpting#
Isolate exact match keywords into dedicated ad groups and add exact match negatives to phrase and broad ad groups to prevent internal query cannibalisation.
Consult our Microsoft Ads Hub for campaign structuring templates.
Match type syntax and query behavior summary#
The table below summarizes syntax rules, matching scope, and risk profiles across match types.
| Match Type | Syntax Example | Matching Scope | Management Control |
|---|---|---|---|
| Exact Match | [cloud security] | Identical meaning and direct close variants | Highest (tightest cost control) |
| Phrase Match | "cloud security" | Includes phrase meaning with surrounding words | Moderate (balanced reach) |
| Broad Match | cloud security | Related concepts, synonyms, and inferred intent | Lowest (requires automated bidding) |
Frequently asked questions#
Can I turn off close variants on Microsoft Ads?
No, close variant matching is an automated core feature across all match types and cannot be disabled in account settings.
Does Phrase Match respect word order on Bing?
Phrase match focuses on preserving the meaning of the phrase rather than strict word order, meaning close semantic variations will match.
How does Broad Match differ from Phrase Match?
Broad match matches synonyms, related industries, and user intent without requiring any of the original keyword words to appear in the search query.
What is the best way to control Broad Match spend?
Pair Broad Match with Target CPA or Target ROAS bidding and apply extensive negative keyword lists to exclude non-converting search themes.
How often should I review Search Term reports?
High-spend accounts should review search terms weekly, adding non-converting close variants to shared negative keyword lists.
Read more on this topic#
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