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Yahoo PPC Might Pleasantly Surprise You

Marketing Sherpa takes a look at why marketers use Yahoo Sponsored Search. The post, full of tips, looks at diversifying paid search campaigns and resources, and lists the top four differences between Yahoo and Google when buying pay-per-click (PPC) ads. It also explains advanced and standard match types, which set the criteria that determine a search query's relevance to a keyword marketers bid on.

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