standard match or advanced match better?

Any opinions for a newbie?

[makee]

Hello everybody, I am new to this forum as well as Overture PPC.

I am working on the keywords, would you suggest a long list of keywords and combinations with "standard match" or a list of the keywords only with "advanced match"? Which will work better in Yahoo?

Is "advanced match" switched on means getting ads in their affiliate sites? Worth trying?

I heard that the click fraud problem is quite serious in Yahoo, so is it better to avoid it by bidding in a lower position?

Also switched on the EasyTrack option, is it useful?

Please help sorting me out~ Many thanks!

[awardmasters]

Advanced match means that the users search string does not have to be exact. This generally leads to less revelant clicks. Content Match is what you are probably thinking of.

Personally, we do ok with advanced match but avoid content match like the plague. There are many who also do not like advanced match.

Easy track can be very helpful if you care tracking clicks and keywords.

The impact of click fraud on your program depends on many different factors including your type of business and the cost of high position clicks in your business.

We have had very little (read that as a normal level) of click fraud on Yahoo. ROI has been very good. No complaints - but if you want complaints, they will be easy to find here.

[makee]

Thank you awardmasters.

[webdudek]

The definition for Advanced match is here: (need to log in to see page)
[secure.overture.com...]

The Advanced match type drives additional targeted leads to your business from our high-quality partner network of sites. It helps you grow your business while saving you time and effort by displaying your listings for a broader range of searches relevant to your keywords, titles and descriptions and/or web content. And because you have the ability to track and refine your results specifically for this match type, you'll have the information necessary to keep your ROI on track.