2Lead Discovery through New Trending Queries & Broad Match Lead Discovery through New Trending Queries & Broad Match

Lead discovery through New Trending Queries & Broad Match

2Lead Discovery through New Trending Queries & Broad Match Lead Discovery through New Trending Queries & Broad Match

Table of contentsNew Trending Queries analysis

Two ways to identify New Trending Queries

Types of matches

Viewing match types in Bing Ads

Search term report

New Trending Queries & Broad Match webcast

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New Trending Queries help you:

In this eBook we’re talking about emerging or New Trending Queries. Trending Queries are themselves nothing unusual; your keyword lists are likely built around known Trending Queries for your product or service.

New Trending Queries are keywords being used in your vertical that haven’t been seen before, but which could provide new bidding opportunities.

New Trending Queries analysis

This chart shows Bing queries mapped to verticals. As you can see, a large number of queries are unmapped, or don’t fit a specific vertical. These unmapped queries present an opportunity for sleuths in search of more audience.

Discover new leads

Get a jump on the competition

Evaluate the market for new products

or features

Unmapped

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Lead Discovery through New Trending Queries & Broad Match

Two ways to identify New Trending Queries

Match types give advertisers control by specifying how closely a query must match to an advertiser’s keyword.

Trending Queries Dashboard

Broad Match Power Plays

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Lead Discovery through New Trending Queries & Broad Match

Types of matchesBroad MatchBroad Match triggers the display of your ad when any word in your keyword, in any order, or words related to your keyword appear in a query or other input.

Phrase MatchPhrase Match triggers your ad when all of the words in your keyword match the words in a user’s search query, in exactly the same order, even if other words are present in the search term.

Broad Match modifierBroad Match modifier gives you the ability to fine-tune or restrict how liberally Bing Ads matches closely related Broad Match terms.

Exact MatchExact Match triggers your ad when the exact words in your keyword appear in a customer’s search query, in exactly the same order.

Match Types

Reach Control

Exact Match

Phrase Match

Broad Match Modifier

Broad Match

Negative MatchSometimes Broad Match can be a little… broad. Negative keywords help your ads show only on terms that make sense.

Keyword:Luxury car dealershipBuy luxury carsLuxury car recallLuxury car posterLuxury car prices

Luxury cars

Learn more about negative keywords here

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Lead Discovery through New Trending Queries & Broad Match

Viewing match types in Bing AdsWhether you are viewing all keywords for all campaigns, or specific keywords in an ad group, match types are visible under the keywords tab in the campaigns page.

In Bing Ads, you can view keyword match types in one of two ways.

viewing keywords for a specific ad group

all keywords for all campaigns.

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Search term reportThe search term report shows which searches are triggering your ads and the keywords the searches matched to in your account.

How to use the search term report

Accessing the search terms report

Add irrelevant searches as negative keywords to decrease wasted spend and impressions.

Find searches with high potential and add them to your keyword list.

Use current cost-per-click to determine initial bids when adding new keywords.

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You can access the search term report from within the Keywords tab. First, select the keywords you want to analyze.

Then click on the Details button and choose Selected to view search terms for your keywords.

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Lead Discovery through New Trending Queries & Broad Match

Summary in a snapBing’s Advertiser Science team has created a New Trending Queries Dashboard.

1. Check the New Trending Queries page Bingads.com/newtrendingqueries often for new keywords by vertical.

2. Add these keywords to your campaigns and monitor performance.

3. Double down on those that are converting and remove the ones that aren’t.

4. Watch the on-demand webcast for a full how to strategy plan for New Trending Queries and Broad Match.

Contributing authors

MJ DePalmaSEM Pro Channel ManagerBing Ads, Microsoft

@mjdepalma

Vivian LiSr. Data Scientist ManagerBing Ads, Microsoft

@VivianLiQing

Yiwen ZhangData ScientistBing Ads, Microsoft

www.linkedin.com/in/YiwenZhang123

Frances Donegan-Ryan SEM Pro Marketing Manager Bing Ads, Microsoft

@FrancesDR

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73%of New Trending Queries are captured by Broad Match.

New Trending Queries help you

Discover new leads

Get a jump on the competition

Evaluate the market for new products

or features

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Learn more:facebook.com/bingads

@bingads

www.bingnetwork.com

instagram.com/bingads

Bing Network. Be there.

The Art of Advertiser Science series from Bing Ads brings you deep insights, creative methodologies, and powerful tools that you can put to use right away.

So join us on a journey filled with insightful data, complex concepts, tough questions and new discoveries that empower you and your business to grow.

To learn more contact your Bing Ads Account Manager or visit bingads.com/advertiserscience