• YSM Blog, Tuesday, June 10, 2008 1:30 PM

Yahoo Search Marketing (YSM) offers two keyword matching options to help pair ads with user queries. The first is advanced match--the default--which allows ads to appear in response to a broad range of searches.

For example, a bid on the keyword "Fender guitar" in advanced match could lead to the ad being shown for queries like "Fender Telecaster guitar" or "electric Fender guitar." In this way, the keyword doesn't have to be an exact word-for-word match with the search query--which increases an ad's overall exposure potential, but can decrease relevancy. So Roger Park advocates making use of excluded words to winnow out queries that would be too far off.

Meanwhile, standard match restricts ads to queries that are exact matches to the chosen keywords (as well as common variations and misspellings.)

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