Yahoo! JAPAN Ads

Yahoo! JAPAN Ads Help

What is Exact Match

'Exact Match' is one of the match types which you can set for your keywords.

Sample cases for displaying ads with Exact Match
Similar cases of determining ad display as Exact Match
Sample of displaying ads
Displaying ads with notation-difference

Sample cases for displaying ads with Exact Match

With Exact Match, ads are displayed when your keyword and the user's search (the phrase entered by an internet user during search) are exactly same, or in the case of synonyms.
* In the case when spacing does not matter for the search keywords meanings ,on some limited keywords, ads can be displayed for the keywords without effect of spacing.
* Your ads may also be displayed when the system judges that the search term is the same as your keyword added to campaign, even with conversion error, abbreviations and misspellings. See examples of "Displaying ads with notation difference" at the bottom of this topic.

Similar cases of determining ad display as Exact Match

  • Reordered words with the same meaning.
    Example:
    "ギフト 誕生日" (gift birthday) and "誕生日 ギフト" (birthday gift)
  • Including function words, such as prepositions (like "in" or "to"), conjunctions (like "for" or "but"), and other words that do not have an impact on the intent of a search
    Example:
    "誕生日のギフト" (gift for birthday) will be considered as a similar pattern of "誕生日 ギフト" (birthday gift).
  • Partially omitted
    Example:
    "ウイルス対策ソフト 無料" (anti-virus software) and "ウィルスソフト 無料" (virus software)
  • Synonyms and paraphrases
    Example:
    "バイク" (Bike) is a synonym of "オートバイ" (Motorcycle).
  • Same search intent
    Example:
    "無料素材 画像" (images royalty free) is same search intent of "フリー素材 画像" (free copyright images).

Sample of displaying ads

Your added keyword : "ギフト 誕生日" (gift birthday)
User’s search term :

  • ad displayed for "ギフト 誕生日" (gift birthday), "誕生日 ギフト" (birthday gift), "誕生日のギフト" (gift for birthday)
  • ad is not displayed for "ギフト お祝い" (gift celebration), "ギフト 誕生日 花" (gift birthday flower)

Displaying ads with notation-difference

In some cases of search query whose meaning is not changed by a single space character, ads will be displayed for the query regardless of whether a single space used. And your ads may also be displayed when the system judges that the search term is the same as your added keyword, even with conversion errors, abbreviations and misspellings. This behavior will help you to expect expanding ad display with less keywords added.

  Search query Added keyword
Conversion errors ほn ほん、本
Abbreviation バスケ バスケットボール
  ワンピ ワンピース
Notations ヴァレンタイン バレンタイン
  せんたっき 洗濯機
Kanji, Hiragana, Katakana ネコ
  タケノコ たけのこ、筍、竹の子
Okuri-gana 引越 引っ越し
  結婚祝い 結婚祝
Word order (Exact match) そば 信州 信州 そば
word which does not change meaning of search
(particle, conjunction, etc.,) (for Exact Match)
冬の花火 冬 花火

* Above are only samples. Matching patterns will change based on the search trends, so please note that the actual results may be different from above.