If you are an experienced Google AdWords advertiser, you probably know the difference between "Broad", "Phrase" and "Exact" match. If not, look here.
But Yahoo Search Marketing's Panama system offers only two keyword match types: Standard and Advanced.
Most of the time, Standard is the better choice. Especially if you like to tailor your ad groups with dynamic keyword insertion, or if you mostly use Phrase and Exact match in Google.
Here's what Yahoo says about Standard vs Advanced match:
- Standard match type – for exact matches of your keywords or their minor variations.
- Advanced match type – for matches that use your keywords in various contexts.
When using Advanced match type, we also provide you with our Excluded Words option to help refine your matches by filtering out searches that do are not relevant to your business.
Standard Match Type The Standard match type displays your ads for exact matches to your keywords, as well as for singular/plural variations and common misspellings.
Just remember - Standard is more like Google's Phrase match. Advanced, though it may sound cool, is really a free-for-all like Broad match. It can hurt your ad relevancy and overall CTR because you'll buy a lot of clicks on less relevant searches with Advanced.
Of course, Yahoo makes Advanced the default. When you use the Yahoo tools to convert an adwords campaign, it ignores the Google match types, and sets them all to Advanced.
This is another area where Yahoo Panama could improve things just by copying what Google AdWords does exactly.