Use the Account Tactic Settings page to view and edit your current distribution tactic choices. You can turn on Sponsored Search, Content Match, or both. If you choose Sponsored Search, you can also update your match type.

• Turning Sponsored Search On or Off

• Selecting Match Types

• Using Excluded Words

• Turning Content Match On or Off

Turning Sponsored Search On or Off

To turn Sponsored Search on or off for an account:

1. Click the Administration tab. The Accounts page opens.

2. Identify the account and click its link.

3. In the Tactic Settings panel, click the Edit button. The Account Tactic Settings page opens.

4. Set Sponsored Search Status to On or Off.

5. Click Save Changes.

Selecting Match Types

To select the default match type for an account:

1. Click the Administration tab. The Accounts page opens.

2. Identify the account and click its link.

3. In the Tactic Settings panel, click the Edit button. The Account Tactic Settings page opens.

4. Set Match Type to Advanced or Standard.

   • Standard match type ads are displayed for exact matches to your keywords, as well as for singular or plural variations and common misspellings.
   • Advanced match type ads are displayed for a broader range of searches related to your keywords, titles, descriptions and/or web content. By default, all ads are set to the advanced match type.

5. Click Save Changes. By default, the advanced match type will always be set to on for this account.

Using Excluded Words

Excluded Words can help you refine the matches you receive through the advanced match type by blocking certain searches that you believe will not be relevant. Examples are shown below.

Table 1.

Advertiser’s Keyword	Excluded Word	Advertiser’s Reason to Block
32 inch color television	Flat Screen	Does not sell this type of TV
Ski Lessons in Lake Tahoe	Children's Lessons	Only offers lessons to adults
Printer	Used	Only sells new printers
Maui Beachfront Condo	For Sale	Only rents condos
China	Ivy Pattern	Does not offer this pattern

To block unwanted matches with excluded words for an account:

1. Click the Administration tab. The Accounts page opens.

2. Identify the account and click its link.

3. In the Tactic Settings panel, click the Edit button. The Account Tactic Settings page opens.

4. In the Excluded Words text area, enter any excluded words for your account, one per line.

5. Click Save Changes. The ads in your account will not be matched to search queries that contain the excluded words you defined.

Turning Content Match On or Off

To turn Content Match on or off for an account:

1. Click the Administration tab. The Accounts page opens.

2. Identify the account and click its link.

3. In the Tactic Settings panel, click the Edit button. The Account Tactic Settings page opens.

4. Set Content Match Status to On or Off.

5. Click Save Changes.

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To learn more about tactic settings, see:

• Campaign Tactic Settings

• Ad Group Tactic Settings