1. Match Types ● Google  Exact ● Nothing but the keyword  Phrase ● Keyword appears exactly in search  Broad ● Keywords appear in any order ● Relevant variations and plurals ● Expanded keyword matching  Can match to words you haven't even placed a bid on! ● Yahoo  Standard match type ● Exact ● singular/plural variations ● Common misspellings  Advanced ● In a phrase ● Separated by words ● In a different order  Listings generated by the standard match type appears first, followed by the advanced match type

2. Why use Match Types ● Yahoo recommends using broader matching on more specific terms.  Catch long tail keywords with the keyword nearest to it.  Avoid matching shorter tail words you didn't intend. ● Use broad match as keyword generation tool  Capture engine queries to infer new keywords.  Also useful to decide on negative keywords.

3. Questions ● What is the ordering of mixed results? ● How much higher is the cost for an advanced match than a standard match?  Don't expect a correlation here since the cost for the advanced match depends on all the other keywords which match the search. ● How far with the providers go to match a keyword?  See how 'far off' engine queries are from the keywords bid on.

4. Preliminary Answers: Ordering ● We saw a Yahoo example in class for 'bakery philadelphia' ● On the account level, Google will choose the most restrictive matching term  This means that the exact matches should tend be higher simply because they more relevant and thus have a higher quality score.  needs data to verify that this is the case.

5. Preliminary Answers: Matching ● Yahoo's advanced match can match other relevant terms.  On Yahoo 'bakery philadelphia' matches ● 'wedding cake philadelphia' ● 'cake philadelphia' ● Google's exact and phrase will only match searches which contain the keyword. ● Google introduced the Expanded keyword matching feature to their broad match recently  Check engine queries against keywords to see how broad this really is.