Match Type Distribution

What AdGradr checks

AdGradr evaluates the distribution of match types across your keyword set and whether your match type choices are appropriate for your bidding strategy and conversion volume. This is where Bing diverges sharply from Google’s current best-practice recommendations.

AdGradr flags accounts where broad match keywords run with no negatives (the most significant match type finding on Bing), where broad match pairs with automated bidding at low conversion volume (Google’s recommendation does not transfer to Bing), and where the account runs all exact match with a very small keyword set (likely missing relevant traffic).

Why this matters

Google has spent years pushing broad match + Smart Bidding as the default recommendation. On Google, where the algorithm processes billions of queries daily, this can work. On Bing, broad match is interpreted more loosely and the volume of data feeding the algorithm is significantly lower. The result: broad match on Bing triggers for queries that broad match on Google would not, and Smart Bidding has less data to course-correct.

The practical implication is that match type strategy on Bing should be more conservative than on Google. Phrase match and exact match carry more of the load, and broad match requires heavier negative keyword coverage.

What good looks like

• A mix of match types weighted toward phrase and exact match.
• Broad match keywords paired with strong negative keyword lists (10%+ negative-to-positive ratio).
• Broad match used with Manual CPC or Enhanced CPC rather than fully automated bidding, especially below 30 conversions/month.
• Exact match covering your highest-value, highest-intent terms.
• Phrase match as the workhorse for discovery without the risk of broad.

Common mistakes

1. Applying Google’s “broad + Smart Bidding” playbook to Bing. This is the most common mistake we see. It works on Google because Google has the data density. Bing does not.
2. Running all broad match with no negatives. On Bing, this produces search term reports full of queries that have nothing to do with your business.
3. Going all exact match with a tiny keyword set. The opposite extreme. Fewer than 15 exact match keywords on Bing will miss significant relevant traffic because Bing’s search volume is already limited.
4. Not segmenting match types by campaign or ad group. Mixing broad and exact in the same ad group makes it impossible to control bids and budgets by match type.

How to fix it

1. Audit your keyword list by match type. Identify any broad match keywords without corresponding negatives.
2. For accounts with fewer than 30 conversions/month: shift broad match keywords to phrase match, or add comprehensive negative lists.
3. For accounts with 30+ conversions/month: broad match with Enhanced CPC and strong negatives can be tested, but monitor search terms weekly during the test.
4. Ensure your highest-value terms exist as exact match keywords, even if you also run them as phrase or broad.
5. Separate match types into distinct ad groups or campaigns for cleaner budget control.

When to ignore this check

Accounts running a deliberate broad match test with daily search term monitoring and a rapid negative keyword addition process may choose to accept the risk. Single-product businesses with a narrow keyword universe may legitimately run all exact match with a small set.

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