MarketingSherpa's Review: This is the best handbook we've discovered out there that's specifically created for Yahoo! Search Marketing beginners. Edited by Andrew Goodman, best-selling author of the Google AdWords Handbook, this 102-page instructional manual tells you how to navigate the quirks of Yahoo!'s advertising interface as well as what to do to get the best returns on your Y!SM ad buys:
- How to leverage other successful pay-per-click campaigns and port them to Y!SM
- Should you use a third-party bid management tool?
- Budgeting: which option is right for your campaigns
- How matching options work -- and don't work
- Yahoo!-specific bid strategy
- How to run better reports
- Common interface obstacles and how to overcome them
Roughly 22% of all online searches are conducted on Yahoo!, so if you're only running ads on Google you're missing a significant market. The problem is, Yahoo! Search's interface is downright frustrating to use. We know of many marketers who have abandoned Yahoo! because dealing with the interface didn't seem to be worth the trouble.
If you're one of those frustrated, former Yahoo! Search advertisers, this handbook will also be helpful for you. Best features:
-> 34 illustrations -- screenshots of actual campaigns being managed on the interface -- help you immediately see how to fix your problems.
-> 25 "Action Tips" -- practical tactics for each point in the process that can help you turn your campaign around.
You’ll discover how to overcome the limitations of the Yahoo! Search Marketing system; plus, you'll also get a reminder of bidding basics such as why to avoid bidding wars, and how to analyze results data. Here are more details of precisely what's covered:
Table of Contents: Yahoo! (unofficial) Search Marketing Handbook
Foreword by Andrew Goodman, Principal, Page Zero Media
Chapter 1: Introduction
- Why advertise on Y!SM?
- Reach - The #1 Consideration in Online Ad Buying
- Y!SM is Different from Other PPC Search Engines
- Y!SM Distribution Network
- User Demographics
- Some Advertisers Can Achieve Better ROI on Y!SM
- Leverage Efforts from Other PPC Campaigns
Rising Advertising Prices: Is it Possible to Achieve a Healthy ROI?
- Why Rising PPC Prices?
- Large Corporations with Large Advertising Budgets Bidding Wars
- Inexperienced Advertisers Inadvertently Driving Up Costs
- Bid Gaps
Chapter 2: Big Algorithmic Changes at Y!SM: 2004 (& 2006?)
Advanced Match Feature (AM)
AM and Sponsored Search
How Advanced Match Listings Are Displayed
Advanced Match and Premium Partners
How to Change the Advanced Match Setting (for existing accounts)
Budgeting Feature
Enhanced Tracking URLs (now called Easy Track)
Why Use Easy Track
Compatibility with Top 3rd Party Analytics Systems
Conversion Tracking
Conversion Counter: Y!SM’s In-House Conversion Tracking Tool
Bid Management
Search Optimizer: Y!SM’s In-House Bid and Metric Management Tool
Other User Interface Changes
Add Listings Tab
New Category Feature
New Default Option Headlines
New Bid Projections
Preview Ad Copy in Both Formats on Yahoo!
Manage Sponsored Search Tab
Category Maximum Bid Price
Chapter 3: Cost-Effective Y!SM Campaigns
- Keyword Mining/Discovery - A Different Process in Y!SM
- Match Driver (Keyword Stemming)
- How to Deal with Match Driver
- Strict Editorial Review
- Editorial Review Process
- Listing Guidelines
- How to Deal with Editorial Review
- Keyword Discovery Strategies for Y!SM
- Focus on ‘Tail’ Terms
- Expand Category (Campaign) Breadth
- Finding the Right Keywords
- Can’t I Just Use Y!SM’s Keyword Tool?
- Other Y!SM Campaign Considerations
- Positioning Strategy
- Text Creative
- Broad Term Tips
- Offers
- Landing Pages
- Timely Y!SM Tune-Up: KlinQ.com
Chapter 4: Tools and Strategies to Help: Reporting Tools
- Y!SM Reports
- Keyword Summary Report
- How to Use Keyword Summary Report
- Why Use the Keyword Summary Report
- Category Summary Report
- How to Use the Category Summary Report
- Why Use the Category Summary Report
- URL Activity Report
- How to Use the URL Activity Report
- Why Use the URL Activity Report
- Keyword Activity Detail Report
- Tracking for Doofuses
Chapter 5: Y!SM Service Tiers and the Ambassador Program
- Y!SM Services
- Service Eligibility
- Different Levels of Service in Y!SM
- New Advertisers
- Premier Account
- Gold Account
- Platinum Service Tier
- Diamond Service Tier
- Ambassador Program (Precision Match)
- Sponsored Search Ambassador
- Sponsored Search Certified Ambassador
- Strategic Provider
- Advantages of Dealing with a Search Advertising Agency
Chapter 6: Troubleshooting – What Do I Do??
- Y!SM Troubleshooting
- Low Click Index
- Recently Removed Folder
- Ways to Get Out of LCI
- No Impressions
- Why Can’t I Get the Data I Requested from the DTC
- “New Term”
- Duplicate Ads
Chapter 7: Products and Services
- Y!SM Products
- Sponsored Search
- Content Match
- Content vs. Regular Y!SM
- Recommendations for Y!SM Content Match
- Y!SM New Small Publisher Product (Y!Q)
- Local Sponsored Search
- Local Sponsored Search Commentary
- International Y!SM Accounts
- Y!SM Canada
- International Commentary
- Product Submit
- Search Submit (formerly Site Match)
- Search Submit Express
- Search Submit Pro
- Travel Submit
- Directory Submit
- Appendix: The Differences between Y!SM and Google
- Match Types
- Y!SM’s Standard Match vs. Google’s Exact Match
Y!SM’s Advanced Match vs. Google’s Phrase Match and Broad Match
- Match Type Implementation in Google and Y!SM
- Overall Campaign Considerations
- New Ad Submission
- Modification of Ads
- User Interface
- Ad Syndication Options
- Y!SM’s Leading Affiliate Partners
- Yahoo!
- MSN
- Keyword Research Tools
- Customer Service
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PDF downloads instantly, print copy ships in 24 hours
Price: $49.92
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Product Details
| Pages |
102 pgs |
| Charts |
34 figures |
| Pub Date |
Apr 2006 |
| Publisher |
Page Zero Media |
| Editor |
Andrew Goodman |
| Author |
Mona Elesseily |
| Store ID |
#27253 |
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