Yahoo and Exact Matching

[Omicrontau]

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Does anyone know if exact matching should be used with PPC in Yahoo. In other words, if I input [exact] into a keyword list will Yahoo recognise the keyword as exact or [exact]?

Obviously no one will be searching for the latter for any keyword so I need to clear this up.

[sticky]

The yahoo system is a bit rubbish in my opinion - you need to set the match type (standard is broad and advanced is exact-ish). After several discussions with the yahoo ppc team as to why my ad was appearing for a phrase, they said the "exact" matching ignores small words.

[Omicrontau]

I always thought the Advanced option was for broad matching and Standard narrowed the field. I'm fairly certain this was on the stock email received from Yahoo in response to the question above.

Does anyone know?

[sticky]

yeah sorry I put it the wrong way round (the bit about exact missing small words is certainly right though!)

An option within Sponsored Search that specifies how search terms are matched to ads. Ads that use the standard match type are displayed for exact matches to your keywords, as well as for singular or plural variations and common misspellings. Ads that use the advanced match type are displayed for a broader range of searches relevant to your keywords, titles, descriptions and/or web content. By default, all ads are set to the advanced match type.