Advanced Match Type Tutorial

Millions of customers are searching on the Yahoo! Search Marketing network, but they don't always find the products and services they're looking for. This is because customers often enter many variations on keywords that advertisers aren't bidding on yet.

Trying to predict every possible variation on your keywords could be overwhelming. To save you the time and trouble, Yahoo! Search Marketing provides two match types - Standard and Advanced - that enable you to connect with customers searching for precisely what you sell. These match types give you the advantage of appearing on a wide range of relevant search terms while maintaining a manageable number of keywords.

Standard match type
Standard Match includes exact matches to your keywords, singular and plural variations, and common misspellings.

For example, if your keyword is “Diamond Ring”, your listing is displayed when customers enter search terms like these:

Exact	Diamond Ring
Plural	Diamond Rings
Misspelling	Dimond Ring

Advanced match type
Advanced includes all the Standard search terms, plus other search term variations, driving more customers to your site.

Exact	Diamond Ring
Plural	Diamond Rings
Misspelled	Dimond Ring
In a phrase	Buy a Diamond Ring
With extra words	Diamond ring for wedding
Separated by word(s)	Diamond and Platinum Ring
In a different order	Ring – Gold and Diamond

With Advanced, your keyword can be entered in any order, but all of the words in your keyword must appear. For example, your listing will not appear when a customer searches on “diamond jewellery” because the search term doesn’t include the word “ring.”

With Advanced, your keyword can be entered in any order, but all of the words in your keyword must appear. For example, your listing will not appear when a customer searches on “diamond jewellery” because the search term doesn’t include the word “ring.”

NOTE: You should opt out of Advanced for very general keywords. For instance, if you sold Sony televisions, you would not want to use Advanced match type for a keyword like “Television.” The reason: you only want customers to come to your site if they are interested in Sony Television products. Using Advanced on a general keyword like “Television” would result in too many leads who aren’t really interested in what you have to offer.

Using Excluded Words You can refine your Advanced match type selections by excluding certain words. This helps you control matches and focus your advertising spend on highly targeted clicks. For example, if you sell Sony television products but do not repair them, you can exclude any matches that include the word “repair.”

For more information, visit the FAQs. Or log in to Manage My Accounts to activate your match types and start increasing traffic.