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