Microsoft PPC broad match goes nuts
Summary
With Microsoft Advertising (formerly Bing Ads) you can bid on 3 different match types: exact, phrase and broad. These match types take a successively broader interpretation of your search term. Broad match has to be used with care, but can be useful for casting a wider net. However broad match seems to have gone a bit nuts for Microsoft pay per click. That is stretching the concept of ‘broad match’ to weird levels.
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Microsoft
$1B+
Andy Brice
up to $1M