It really depends on the keyword. Say for example if you use "Advanced" it'll pick up words that are typos, or words that are a little more longtail such as 'music ringtone' rather than just 'music' if you do "Standard". Some campaigns convert really well in the "Advanced" mode better than "Standard" and some does better the other way around. Essentially it comes down to testing to see which is better.
I know it may seem like it makes more sense to do "Standard" since it's very targeted but assume you have a keyword that is just "cup" but the term "2 cup" gets more searches. If you did just standard, it may show up, however because it is a more specific term, your ad may be pushed from page 2 to page 20 because now you have more competitors who are willing to do the advance and may have a higher bid or QS that outranks your "specific" match. Sometimes it works better the other way around so this isn't finite. I hope that makes sense
