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Overture and Google defines content match by stating that when a user types a phrase or set of keywords, your listing will show up even if it's not relevant. Here's an example, if an internet browser types in the term sports car because he/she is looking to buy a sporty car, he might type the term "Sports Car" into a search engine.
If I were selling sports cars and was paying for the term "Sports Car" I wouldn't mind paying as long as someone actually typed in the term "Sports Car." But content match makes it so that even if the shopper types in "Car Sports", your listing will come up. That's horrible because now you're pay for the click of that person that just typed in the term "Car Sports." This guy is obviously looking for something different than a sports car so you just wasted money on a non qualified click.
Just be sure you don't waste your advertising budget as described in the above example. Any pay per click search engine should let you turn “Content Match” off. Its usually located in your control panel when you log in.
Other than this I highly recommend using Overture and Google for pay per click advertising.
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