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Bing’s Broad Match Keyword Targeting and Pinterest Debuts ‘Place Pins’


Bing has rolled out Broad Match Keyword targeting to entice more click volume from the Yahoo Bing Network.

Bing says that with all the refining and ongoing updates, the Bing Ads platform will be able to deliver Broad Match conversion metrics that are 85% of the percentage of Exact Match.

The Broad Match is intended to remove the need for never-ending keyword variations set on Exact Match or Phrase Match while maintaining quality. With 30% of daily searches on Bing being new, Broad Match is set to help find new and relevant search terms that are not in your account. However, you still need to monitor your search query report and continue adding negative keywords when necessary.

According to Bing Ads, when an advertiser does not opt into Broad Match, they lose out on 57% of total available impressions and 43% clicks.

For more information on match type settings in Bing Ads, you can check the following screenshot:

Different Match Types

Implications for Marketers

New keywords are used in search everyday. The identification of new keywords being made easy by Broad Match Keyword targeting facilitates building a comprehensive, sizeable database of keywords for each campaign.

Broad Match also offers an edge to marketers who choose it in total available impressions and clicks gained.


Place Pins

Place Pins
Pinterest’s latest offering helps pinners find new places when they are on the move and get directions too! Place Pins also include useful information such as address and phone numbers.

Pinners can add locations to pins they already have on their boards or search for new places on maps. The map search is powered by Foursquare. The directions to places feature works in partnership with Google Maps, according to Pinterest.

The Place Pins feature is available not only on desktops, but on mobile devices with Android (Pinterest app 2.0 and above) and iOS (Pinterest app 3.2 and higher) too.

Effects on Businesses and Users

This move will definitely enable local businesses in becoming more accessible to people. They can better target people in nearby areas and travellers passing through their area with ads on Pinterest. Businesses can pin time-bound ads, say, deals that expire in a few hours. Since their main target audience are people in the immediate area.

It’s also beneficial to users who can easily find nearby places of interest and necessity in times of need.

What’re your thoughts on Bing and Pinterest’s latest moves? Let us know in your comments…

Team Position²

Position2 is an innovative digital marketing agency that accelerates demand through integrated Content Marketing, Paid Acquisition, and Marketing Technology solutions. Our demand acceleration solutions map the buyer's journey across multiple touch points such as search, social, mobile, media, and email. These integrated campaigns are powered by cutting-edge content creation, digital advertising, web design/development, marketing automation, and analytics. We serve hundreds of clients ranging from VC funded startups to Fortune 500 multinational firms. Our 200-member team is based in Silicon Valley and Bangalore and consists of marketing gurus, engineers, data scientists, writers, and designers. Founded in 2006, Position2 is backed by Accel Partners.