PPC Bidding

It has more to do with CTR then phrase or broad match

Improve Click-Through Rate With Keyword Grouping
Raising Click-Through Rate With Well-Crafted Text Ads
You can Add a Registered Trademark or Trademark Symbol to up the CTR
Try Hyper Descriptive Display URLs
Think of Brand Name Keywords

All of this will help to get the #1 spot with a low bid

Hey mate,

If you are bidding on an exact keyword and your competition is bidding on a phrase match, for the same keywords, then Your keyword would show up.

However with phrase match types, your ad can still show up for exact match types, so just ensure at first you over bid for keywords so you can buy your data known as brute force.

Then take out that exact term from phrase match and have run on its own in own ad group and combined with winning ad.

CTR is based solely on your Ads, you can get winning ads to test by looking at intel on keyword tools and finding the top 2-3 ads for your industry based on time seen, I would only focus on ads that have been shown for a minimum of 90days, but the longer the better.

As for your Quality score on BingAds, this is measured by a few components.
Such as landing page relevance, keyword bids, keywords in ad groups, keyword bid price, ad position and ads CTR.

This is more important for Search than, Content or Syndication however it is good practice to get in the right habits.

To check if you can improve your quality score, you need to go download reports in your account area. I would recommend to Focus on "share of voice" to see if you are losing any keyword impressions, and also "landing page relevance" to see if winning keywords could be placed on page to improve score.


Hope this helps.

CTR mate, its all about CTR. If yours is higher, you can actually spend a lot less per click and get a higher position ... and thus a lot more clicks.

Any questions just let me know
Nick