The Platform offers full support for the Microsoft Advertising {BidMatchType} and {MatchType} dynamic tracking parameters.
Microsoft Advertising offers two different dynamic tracking parameters for keyword match type that can be used in URLs for tracking purposes:
These two parameters resolve with the following values:
Let's assume an advertiser creates the keyword 'red shoes' with match type Broad. If a web user searches for 'buy red shoes', this query would match the keyword. In this case, the bid match type (i.e. {BidMatchType}) is Broad, because that is the match type set by the user for the keyword. The delivered match type (i.e. {MatchType}), however, is Phrase because the exact phrase 'red shoes' is contained in the user's search query.