Overture Shifting To Default Broad Match

Within the next few weeks, Overture will make a major switch to matching terms on a broad basis, rather than the traditional exact match default it has followed since the company's launch. Finally, some might say, as Google has offered the service since the start. The change will make it easier for advertisers to gain more traffic, as they'll no longer have to think of each exact term they want to target. This makes tapping into the "tail" of search queries, the relatively low-volume searches that happen, easier to target.

The change will likely increase Overture's revenues, as well. Not only will advertisers probably to target more terms, but they'll also likely pay more as previously low cost terms get rolled into the same bid price as more expensive terms. SearchEngineWatch