Welcome to the Marin Software Support Center. We're glad you're here. Here's what you can look forward to:
  • Real-time search so you can find what you need faster than ever.
  • Easy-to-follow video guides for our most popular articles.
  • Interactive simulations and Live Screenshots to make learning easy.
  • Regular content updates to ensure every word you read is accurate and up-to-date.

Search Publishers

Home > English > Search Publishers > Microsoft Advertising > Troubleshooting Articles: Microsoft Advertising > "MSN, 1542, A Keyword with the Specified Match Type Already Exists" (Microsoft Ads only)

"MSN, 1542, A Keyword with the Specified Match Type Already Exists" (Microsoft Ads only)

What Is the Issue?

When adding new Microsoft Advertising keywords through the platform, you may encounter the following error message:

Error: MSN, 1542, A keyword with the specified match type already exists., en_US

What Causes This Issue?

This error occurs when the new keyword added is similar to an existing keyword. Microsoft Advertising will then consider the two as the same keyword when they have the same match type.

How to Fix the Issue

There is no real 'fix' for this issue; however, you have a couple of options that could be helpful, including:

  1. Edit the keywords in your bulk sheet, then re-upload.
  2. Give the keyword an alternate match type in your bulk sheet, then re-upload.

In either case, it's a good idea to delete the keyword that generated the error in the first place, as it will contain a sync error.


Tip: If you are receiving this error due to a keyword with an apostrophe, you can try removing the apostrophe. For example, instead of a keyword like Dave's Cars, you could try Daves Cars – without the apostrophe.

Useful Information About the Issue

The detection of 'duplicate' keywords is managed by Microsoft Advertising's normalization policy. In its guidelines, Microsoft Advertising lists a number of different characters that will be ignored in keywords. Therefore, if you have two keywords – one with a special character and one without – a duplicate will be detected.

Here are the characters listed in Microsoft Advertising's normalization policy:

  • Quotation mark (")
  • Ampersand (&)
  • Hyphen (-)
  • Asterisk (*)
  • Percentage sign (%)
  • Parentheses (())
  • Brackets ([])
  • Curly brackets ({})
  • Period (.)
  • Comma (,)
  • Question mark (?)
  • Forward slash (/)
  • Back slash (\)
  • Colon (:)
  • Semicolon (;)
  • Exclamation point (!)
  • Apostrophe (')
  • Angle brackets (<>)
  • Plus sign (+)
  • Number sign (#)



Last modified



MarinOne + Marin Search