Broad max CPC column

Note: Bing Ads has deprecated its support for this column and all other match-type defaults (that is, different max CPC defaults for broad match, exact match, and phrase match keywords). Instead of specifying match-type defaults, you specify a single Search max CPC default that applies to all keywords in an ad group.

As part of its deprecation process, Bing Ads renamed the "broad match" default to "Search max CPC" and removed the ability to set exact match and phrase match defaults. If you had specified match-type defaults before this feature was deprecated, Bing Ads and Search Ads 360 still use the defaults for any keywords that don't specify their own max CPC.

To remove the match-type defaults for an ad group, sign in to Bing Ads and make a change to the ad group's Search max CPC setting. Bing Ads will remove the exact match and phrase match defaults, and all keywords will use the Search max CPC default (formerly known as the "broad match" default). In Search Ads 360, changing Search max CPC does not replace all of the match-type defaults. Changing Search max CPC in Search Ads 360 only changes the "Search max CPC"/broad-match default.

For example:

  1. You set these max CPC defaults for a Bing Ads ad group: 
    • broad match: .10
    • phrase match : .08
    • exact match: .20
  2. Bing Ads deprecated match-type defaults. For the new ad group setting, Search max CPC, Bing Ads uses the broad match default you specified.
    You can no longer view or change the match-type defaults from Bing Ads or Search Ads 360. However, the match-type defaults are still in effect for keywords in the ad group.
  3. You sign in to Bing Ads and change Search max CPC in the same ad group from .10 to .15.
    The match-type defaults are no longer in effect for keywords in the ad group. Instead, all keywords use the Search max CPC by default. You can override the default by setting a max CPC for a keyword.

(Applicable to Bing Ads only) Defines the default maximum cost-per-click for keywords that specify a broad match type and that are in a Bing Ads ad group.

Add this column to a report
  1. Navigate to a Bing Ads engine account or campaign.

  2. Click the Ad groups tab.

  3. Click the Columns button above the performance summary graph.

  4. Next to Available columns, type the column name in the search box and press the Enter key.

  5. Click + next to the column name in the Available columns list.

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