Why is this valuable?
There are 2 major reasons that this opt-in tool is valuable for search engine marketers:
extending the reach of your listings; and, mapping your listings more effectively to the
user's intention, often at the end of their buying cycle.

Extend the Reach of your Listings.
Search is user input-driven; that's what makes it such a valuable direct marketing platform.
It is nearly impossible to bid on and manage every permutation of a query that relates to
your offering. With sub-phrase matching, you pick the keywords that are most relevant to
your offering and the system displays your listing for queries that include your keyword. By
doing so, your listings are exposed to every valuable query that is relevant to your product
or service, significantly increasing your exposure to consumers that are actively searching
for your product or service.

Map your Listing to the User's Intention.
It is widely understood in search engine marketing that more complex, multi-word queries are
often more valuable than one or two-word queries as complex queries are most common at
the end of a consumer's buying cycle. The general understanding is that a consumer in the
initial stages in the buying cycle is researching the product or service, but is often not ready
to buy. Such a user will use general terms such as “digital camera,” or “computer monitor,”
or “mortgage.” As the user becomes more educated on the product or service, and more
prepared to make a final buying decision, the query takes on more complexity and specificity,
often signalling the consumer's intention to make a buying decision. In sales vernacular, the
use of more specific keywords such as “Canon 5 mega-pixel digital camera,” or “21 inch flat
panel computer monitor” or “low interest ARM mortgage” are “buying signals.” Getting your
relevant listing in front of the consumer that is telegraphing his or her intention to make a final
buying decision is exactly what the technology behind sub-phrase matching allows.

Sub-phrase matching is a powerful tool, integrated into Search123's new advertiser user
interface, which allows you to expand the reach of your keyword-driven campaign by exposing
your listing in each instance that your keyword appears in a search query. It also allows you to
target valuable searchers that are in the later stage of the buying cycle. Our advertisers have
reported significant increases in both the volume of clicks and the number of leads generated
by using sub-phrase matching.