Yahoo Search Marketing is the search engine’s pay per click
system which allows advertisers to bid on keywords for
advertising on their results pages.
Whilst the system is in the process of being phased out in favor
of running Bing’s Adcenter ads, the roll out of the new system
has been delayed in many countries, so there is huge opportunity
to pick up traffic.
The European market still uses Yahoo Search Marketing driven ads
on search results, and this is one market which converts
extremely well with the correct approach to PPC campaigns.
The system works by bidding on keywords to allow your
advertisements to appear next to search results for those terms
on Yahoo (and their partner networks).
The key to success with any pay per click campaign is tracking
results as extensively as possible for analysis.
By continually reviewing performance at the keyword level, you
can identify which search terms are providing a strong return on
investment in order to expand further into that area, and those
which are under performing so than you can try to improve them or
delete them completely.
Using simple techniques such as regularly rewriting ad copy to
split test can create much more powerful click through rates over
time, which will mean more qualified traffic for less cost.
All of the main search engines have a primary focus on relevance,
so by focusing on providing searchers with the solutions to their
needs, you will be able to complement the intentions of Yahoo
themselves, and create a sustainable advertising campaign.
Proper tracking from ad impressions on the search results through
to conversions on your website (and even repeat purchases in the
future) can enable you to have a huge advantage over your
competition, as few companies track this performance fully.
Only by fully analyzing your pay per click performance in Yahoo
Search Marketing will you fully exploit the value of the traffic
available, which will translate in more revenue and repeat, loyal
customers for your business.