SEO Digital Marleting

ad copy at the position where you placed the {KEYWORD:default_keyword} code.

This feature is similar to Google’s dynamic keyword insertion, discussed in the Google section of this chapter.

Ad Syndication & the Trusted Feed: Many pay per click search engines syndicate their ads out to other search engines and contextual ad networks. Yahoo! has two syndication types, search and content match. Content match ads place your ads on content websites. Search ads place your ads on search sites, and sites that obtained a trusted feed from Yahoo!.

If you are in an expensive niche, it is important to track your click sources and click quality, because many search arbitrage players will target your keywords and your industry. You can’t opt out of trusted partner keyword feeds without opting out of Yahoo! Search, but in some cases that means you have to opt out of Yahoo! altogether if you are concerned about your ROI. Conversion Tracking Yahoo offers a free built in conversion tracking tool. In addition to tracking conversions they track assists. Assists are early stage shopping words that may not lead directly do a conversion, but were ads people clicked prior to converting from a future site visit.

The Keys to Doing Well on Yahoo! Search Marketing Ensure you target your keywords properly and do not get in bidding wars. Do not bid high prices for exceptionally broad or generic phrases.

Your standard match listings will still compete against advanced match listings, but if you make a list of targeted phrases and bid for them then you should have higher ad quality scores. That means your ad cost should be lower and you will not likely pay for as many untargeted clicks as a person bidding for more generic phrases. If you use somewhat generic phrases you will want to make sure you use negative words to block terms you are not interested in.

A few good examples of common negative terms to block are “cracks” and “free.”

People looking for free stuff are typically poor leads for most businesses.

Keyword Tip: Spammed Out Guestbooks. Some guestbooks that have been spammed by aggressive competitors may help you find many keyword variations.

Keyword tools may help you find about 500 keywords, but the guestbooks sometimes may yield over 5,000.

There are a variety of free tools that will help you create keywords based on different keyword groupings. Using permutation generation tools will allow you to quickly create hundreds or thousands of relevant exact-match terms. I have a free, 300