Phrase matching is when a search must include keywords in a specific order for the ad to be displayed. However, the phrase can be included anywhere in the search query.
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Overture announced today they are buying Alta Vista for $140 million.

That is well above what many have valued Alta Vista. Speculation is that Overture needs a search based technology to backfill their PPC listings if they ever wish to become a destination.

It also allows licensing deals to portal and other websites to provide both paid and natural listings.

How this deal shapes up, and what Overture does with Alta Vista will be a wait and see game.

These descriptions are usually around 100 characters, or 3-5 sentences.

This has the advantage while still being a quick and easy read, yet allows you to include more information.
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Overture uses keyword stemming in all of their match options. Keyword stemming is a grouping of keywords by misspellings, plural/singular variations, and the exact keyword.
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Overture has announced that they’re raising minimum bids from $0.05 to $0.10 per click.

Current bids will be grandfathered at their current bid price.

Any changes to bids going forward will have to meet the minimum bid prices.

There are several items that you need to track to properly understand and maximize your ROI.
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