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295 Yahoo! Search Marketing How Does Yahoo! Search Marketing Work? Yahoo! Search Marketing, formerly named Overture., is a large pay-per-click search provider. You write ads for your website, and they appear in the search results and content sites with ads delivered by YSM. Yahoo! controls about 20% of the US search market. Before the end of 2006, most keywords were editorially reviewed prior to appearing in search results, but with the launch of YSM's long-awaited Panama platform, most keywords are automatically approved and running within a couple minutes. Ad Format Yahoo ads allow you to place 40 characters in the ad title, 70 characters in the ad description. Yahoo also allows you to create an optional 190 character long descriptions that may be shown in some instances. YSM Stemming YSM also truncates search terms for ad targeting, so book and books are treated as though they are the same keyword phrase. YSM Advanced vs. Standard Match By default your Yahoo ads are advanced match, which is similar to broad matching on Google AdWords. If you bid on seo you would show up in searches for things like best seos. If you wish to have a finer control of your ads you can opt for standard match, which should only show your ad for your core keyword, plural versions of it, and misspellings of it. Yahoo also has an excluded words negative keyword tool which allows you to block your ads from showing on poor performing keywords like free.