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"Danny Sullivan reports in a thread at SEW forums named Overture Going Broad Match that Overture is to be moving over \"to an all broad match system\".  He explains that this will be the default option for all advertisers, and those advertisers will need to turn off this option if they do not want to utilize it.  Danny gives an example of broad match as follows; \"bidding on a term like \"shoes\" will match any search that contains that word -- not just the single word itself.\""^^<http://www.w3.org/2001/XMLSchema#string>
<https://www.seroundtable.com/archives/000837.html>