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Bing Ads Loosens Normalization Policies

Posted on 3.24.2014

Moving campaigns from one online advertising platform to the next can be maddeningly complex. On the Bing Ad Center platform in particular, any number of problems are routine; none more dreaded than the duplicate keyword error.

In the case of Bing, the issue is caused when two keywords in an ad group have differences like the presence of hyphens or accents. Until recently, Bing has leveraged what it refers to as "keyword normalization" which eliminates those extra characters. The problem of course is that the practice of keyword normalization often creates those duplicate entries.

Last week, the company announced it has relaxed the once firm restraints caused by keyword normalization in Bing Ads and that's good new for digital advertisers. Bing's advertisers can now include multiple version of keywords through the Bing Ads Editor (Web-based support is coming soon apparently) and the Bing Ads Upload API.


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