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Yahoo Search Marketing Pay Per Click Advertising Forum

New "Advanced" Match Type From Overture
Extended broad match all over again?

 5:24 am on Sep 22, 2004 (gmt 0)

Just got an email about their new "Advanced Match Type"

........Phrase and Broad match types will be streamlined into one match type: Advanced. Now it will be easier than ever to manage your account, put your business in more relevant searches and drive more qualified traffic to your site..........

These "improvements" typically mean we've found a way to charge you a lot more for the same thing. Anybody know the details of this?



 7:54 am on Sep 22, 2004 (gmt 0)

I don't like this. They don't disclose any details on how this "improvement" will work. I think they simply want to quietly remove Precision Match and replace it with some kind of "enhanced" Broad Match -- more money for Overture, lesser conversion ratios for advertisers.


 1:10 pm on Sep 22, 2004 (gmt 0)

We saw a presentation on this match option a few weeks ago. It a 'smart broad match', and is being added because Yahoo has finally decided to show broad match listings on their search results (until now, Yahoo has only shown phrase/standard match).

The exact matches are suppose to take precedence in the search results (i.e. if you bid $0.50 on an exact, and someone is bidding $1.00 on a broad, the exact will show first, and then the broad). However, the reps who gave the presentation didn't seem to really know a lot of the fine details as the program was still being developed to say how much the broad match would be paying in such a scenario, and didn't inspire confidence that was the way the matches/bids would actually occur.

At present, we're trying the new matching system on a few accounts, and haven't seen much of a change at all in total traffic from phrase match, but I think that most of this is the fact that Yahoo doesn't seem to be showing some of these new match types for a lot of words, and thus we're not getting truly accurate results yet.


 12:54 am on Sep 23, 2004 (gmt 0)

This is purely a money making move by overture.

It could be could for some industries, horrible for others.

Exact match comes first. (For relevance, and this is exactly what google should do and what MSN will do in 2005) Then broad match. You are allowed 45 negative terms that can get applied to the entire account, or by keyword. You only pay one price per keyword, so if your term is under a .50 cent term and you are paying a broad match $1.00, you pay a $1.00.

Large companies are going to love this option. Little companies may suffer. (As always)

Look for traffic to increase about 10% due to this change, but this 10% traffic could be awful.

I for one plan to opt out of this new advanced match and use exact match only for now.



 5:54 am on Sep 27, 2004 (gmt 0)

So it sounds like it a way to charge more for the same thing if you opt-in to broad match.

As long as you can opt-out and just buy the terms you want, it should be all good.


 3:07 pm on Sep 27, 2004 (gmt 0)

Article link from Overture's site:


 11:38 pm on Sep 27, 2004 (gmt 0)

Yes this is awful for advertisers.

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