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Overture Keyword Matching Options: Advanced Match

Posted: April 30, 2003

Overture pay per click has the ability to guess what an individuals intention was to search for with the broad matching technology.

The guesses computed by Overture are usually fairly accurate, and can increase your exposure greatly when used correctly. The other use for broad matching is to find additional standard match keywords by examining your referral logs.

If you bid on the broad matched keyword ‘diamond ring’, a search for ‘engagement ring’ would trigger your ad. These are two related subjects, and Overture pay per click has associated these two terms.

Your keyword could also be shown for some irrelevant searches. There are two ways to get around paying for these searches.

First, an accurate title and description of your product, when shown to a searcher who is not interested in that item, will not induce them to click on your ad, thus you will not pay for that exposure

Unlike Google AdWords, Overture does not adjust bids based on click through rates, therefore a lower rate will not adversely effect your overall bids.

Overture does make use of a click index, which you need to keep at a certain level. If you start suffering from a very low click index for an extended amount of time, that particular keyword could become disabled. However, it is easy to enable a disabled keyword and then adjust your matching options or title and description if necessary to make your keyword show for more targeted results.

If you use broad matching options, you should make some use of Overture’s negative keyword options.

Read more about Keyword Matching Options.

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