Overture has introduced a new feature that will allow its paid advertisements to come up under a wider range of keyword phrases. Advertisers will be able to choose between two unique listing formulas, Phrase Match and Broad Match. Phrase Match will allow listings to be displayed when a portion of a keyword phrase appears in the search-user’s request. For instance, when a search engine user types “Good Toronto Tours”, a site with the keyword phrase Toronto Tours would be displayed. Currently, advertisers bid on specific keywords and phrases and only appear when that phrase is entered directly. The other option, Broad Match will serve a listing when a portion of a keyword phrase is used in the search query, regardless of the order of words. For example, “Tours of Toronto Ontario” would produce a site bidding on the keywords Tours, Toronto or Ontario.
– Jim Hedger