What Microsoft Advertising feature allows you to specify how closely a customer’s search query must match your keyword before your ad is displayed?

(A) Website exclusions

(B) Keyword​ match types

(C) Targeting

(D) Incremental bidding


Keyword match types help Microsoft Advertising determine how closely a search query or other input must match your keyword. There are three types of keyword match types Broad match, Phrase match, and Exact match.

Broad match – Your ad is shown when a user searches either the individual words in your keyword in any order or words related to your keyword.

Phrase match – Your ad is shown when all of the words in your keyword match words in a user’s search query.

Exact match – Your ad is shown when the exact words in your keyword appear in a user’s search query.


This question is a part of the Bing Accreditation Exam and the Microsoft Advertising Certified Professional exam. You can find all the answers with full explanation for both exams in our Bing Accreditation Exam Answers page and Microsoft Advertising Certified Professional Exam Answers page.

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