26 Aug '14, 7pm

Bing, Following Google, Will Test Close Variants in Exact Match

Bing, Following Google, Will Test Close Variants in Exact Match

Starting the week of August 25, Bing Ads says it will test the inclusion of close variants in exact match in the U.S. for a portion of queries. During its test, Bing says exact match will include "minor grammatical variations," such as plurals, abbreviations, acronyms, spacing, and misspellings. The Bing Ads close variants test will be subject to "extremely high relevancy thresholds," and close variants will be mined from a number of "highly qualified sources," Bing adds. Bing also says exact match close variants will help drive more highly qualified click volume to campaigns, which will maximize an advertiser's presence on the queries that are the most relevant to its products and services. "Ultimately, this feature will be designed to match your ad to queries that represent exactly the same intent to those you are already using," writes Microsoft group program manager Ma...

Full article: http://searchenginewatch.com/article/2361904/Bing-Followi...

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