Keyword Normalization is the process by which extraneous characters such as punctuation marks are removed from keywords and customer queries. Keywords are normalized when you add them to an ad group to avoid duplicates of keywords that normalize into the same form. For ex., “bike-repair”, “bike repair” and Café and Cafe. We normalized punctuation characters (!, -, ? etc.), accents and decorated letters (+, ‘, @, /, ^, #, $, % etc.).
During our V9 API release we removed support for our public GetNormalizedStrings API operation based on our plans to relax constraints on normalization when adding keywords to Bing Ads through various end points (Bulk API, Sync API, Import etc.). We took a phased approach to this and today we are announcing that our Bulk APIs will not normalize when you add keywords to Bing Ads.
Here’s a brief background on what it looks like today and how it will work in the future
This led to some advertiser challenges as they needed to handle keywords being rejected and have to resort to workarounds to enter these keywords that they can enter in competing platforms.
Here’s the screen shot of the error message you would see in Bing Ads Editor up until this change.
This will help reduce duplicate keyword errors if you exported AdWords campaigns and upload it through our Bing Ads Editor client or Bulk API. Here’s a screen shot of the sample set of keywords being accepted in Bing Ads editor which uses our Bulk API.
At this point this new behavior is being supported only in Bulk upload APIs and Bing Ads Editor. You will not be able to add both keywords “bike repair” and “bike-repair” that normalize to same form through Bing Ads Web UI or non-bulk API (e.g. AddKeywords). You will however be able to modify the bid and match type of these keywords once they are added through Bing Ads Editor client. We do have plans to relax normalization constraints in our non-bulk API and Bing Ads Web UI in the very near future. Please stay tuned for more details.