URL by Match Type is a functionality in use by Microsoft Advertising. Previously, Microsoft Advertising would only allow a keyword to have different bids for each match type and one URL. Now, similar to Google Ads, Microsoft Ads is enabling a keyword to have only one match type and bid. This means:

• Unique URLs by match type are now possible for AdCenter keywords
• No need for the {MatchType} parameter in URL
• It is now easier to pause or delete low-performing match types

Useful Links

• Unique URLs for Each Keyword Match Type
• Video: Unique adCenter Destination URLs in by Match Type