Some of the issues around match type arc concerned with the relevance of the search terms that are displayed based upon the searchers request.
In many instances terms might be displayed that have practically no relevance to the request but are displayed based upon the contextual content of the term.
A classic example of this scenario is cruise liners being confused with the movie star Tom Cruise.
If a user searches for `Tom Cruise’ in an effort to find the latest information about the movie star, travel companies advertising using the word `cruise’ might have their PFP listing show up.
To overcome this problem the travel company would identify `Tom’ as a negative keyword to prevent this situation from happening.
It is important to apply negative keywords to match types to ensure that terms that are searched for are relevant to the matching PFP listing and vice versa.
Keywords: Negative keywords,
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