Exact / broad matches - need clarification

[zammo]

I'm a little confused by exact / broad matches - if we have a keyword that says 'blue widget makers' as an exact match and someone else has 'blue widgets' as a broad match, then who comes up top on a search for 'blue widget makers'? The latter will be bidding on a more popular keyword phrase so will have paid more...so does this mean they will appear above us?

If there are things like spelling mistakes, what about broad matching things like 'blue wigets'? Will we still appear for 'blue widgets'

Thanks

[redzone]

I assume you are talking about GAW?
In your first question, if the CTR (Click through ratios) were equal between the 2 advertisers, then the exact match will appear first because the search string matches the exact match listing.

Unlike Overture, which maps mis-spells to the correctly spelled word in most cases, GAW still allows independent bidding for spelling mistakes.