08-12-2007, 08:37 AM
Quote: Most major search engines offer three match-type options:
Exact. Your ad appears when people type in Âred sweater, using only those words, precisely in that order. With this tailor-fit text, you can maximize your conversion rates with the exact match for specific Âlong tail keywords.
Broad. This option is called Âadvanced on Yahoo. Your ad text appears with many queries, such as Âred cashmere womenÂs sweater or even Âred sweatshirt. This leads to a lot of clicks but also to a high bounce rate. Negative keywords or Âexcluded words on Yahoo can prevent this. Search engines will not display your ad text for queries containing a specified negative keyword.
This tactic reduces costs by using negatives to filter out irrelevant queries for broad and phrase matches. For example, if you sell only new sweaters, you should specify Âsecond hand and Âused as negative keywords.
Phrase. Your ad text appears for the precise phrase Âred sweater. For example, Âcashmere red sweater would trigger your ad, but Âred cashmere sweater would not...
full article: http://www.dmnews.com/cms/dm-news/search...42092.html
A related article on Google's new Expanded Match:
Quote:Expanded match, according to Googleâs definition is:
With broad match, the Google AdWords system automatically runs your ads on relevant variations of your keywords, even if these terms arenât in your keyword lists. Keyword variations can include synonyms, singular/plural forms, relevant variants of your keywords, and phrases containing your keywords....
There are three main types of expanded match results you should be primarily concerned with:
1. Synonyms...
2. Misspellings...
3. Other Languages...
full article: http://www.searchenginejournal.com/googl...ters/5454/