Yahoo! Sponsord Search - Understanding Match Types

By default, Yahoo! Sponsored Search (formerly Overture) accepts all new keywords under their "Advanced" Match type. In general, this will lead to an enourmous amount of impressions, but a lower click thru rate.

In general, depending on your market, you may or may not find value in the "Advance" Match type. An increase in click thrus will occur, but a smaller percentage are likely to be fruitful. Here is a little bit more about Yahoo! Sponsored Search Match Types

The Standard match type displays your listings for exact matches to your keywords, as well as for:

• singular/plural variations of your keywords
• common misspellings of your keywords
• topics that are highly relevant to your keywords
• topics that are highly relevant to your titles and descriptions

The Advanced match type drives additional traffic to your business from network partner sites. It displays your listings to a broader range of searches relevant to your keywords, titles and descriptions and/or web content.