Google vs. Bing match types

Link: https://www.wordstream.com/blog/ws/2011/04/05/google-vs-bing-match-types

Broad match

Google - An ad is eligible to appear when a user's search term contains any or all words in the keyword in any order, and along with other terms. Keyword variations can include synonyms, singular/plural forms, relevant variants of your keywords, and phrases containing your keywords.

Bing -  trigger the display of your ad when ALL the words in your keyword appear, in any order, in a customer's search query. They also will not match plural to singular, but sometimes do discrete synonym matching. To me, Bing’s broad match has more similarity to Google’s broad match modifier match type.

Phrase Match - exactly the same

Exact match

Google: Keywords with apostrophes are considered the exact same as the corresponding keyword without an apostrophe.

Bing: ignores words in search queries such as "a," "the," "an," etc. Keywords with apostrophes are not ignored.

Negative keywords

Google: You can set negatives to either Broad, Phrase, Exact match.

Bing: There are no negative match types in adCenter. All negatives are seen as phrase match meaning a search query in Bing will only be blocked if it contains all the terms in the keyword in the exact order.