ppc matching technology

I need help understanding this

[bspicerfp]

I'm just getting started with PPC, and I don't understand how to use keyword matching technology. Is it just simply using the broad match and looking at reports of related clicks, or is there more to it?

Thanks for your help.

[mona]

<bump>

[eWhisper]

Are you talking about Overture's standard vs advanced match, or another keyword technology?

Here's a quick overview of standard and advanced match on OV's site: [content.overture.com...]