ROI, or return on investment is what matters. To determine the ROI of an ad, subtract the cost of
running the ads from the amount earned from the ads. If the ROI is low or is a negative number,
it’s time to stop the ad and change or delete it.
The success (or failure) of your ad relies very much on your selection of keywords. Keywords,
the words customers will use to find your ad, should be as focused as possible. The more focused
the keyword, the more the ad can potentially earn.
Do Choose Keywords Carefully.
Do Use Specific, focused keywords.
Do use more than one keyword tool to build the best selection.
Do Set Negative Keywords.
Keyword Do Not’s
Do Not Use broad keywords.
Yahoo Search Marketing (formerly Overture) operates much like Google and other pay per click
programs. Ads appear on pages in the Yahoo Search Marketing directory area. Yahoo’s help section features frequently asked questions and topic search options. Cost to get started is a $5.00 deposit (used as bid credits). Although the fine print states that you
may be charged 10% more than the budget amount that you set, this rarely happens. Yahoo does
automatically charge your credit card every time you run low on funds. Other pay per click
providers do not charge your credit card and add more credit to your account until you choose to
do so.
When signed in to Yahoo Search Marketing, you’ll see id ranges, estimated clicks and estimated
share of clicks. You can change your maximum bid to see how this affects expected traffic and
anticipated costs.
Remember that it isn’t necessary to be in the #1 position. It’s often better to be at #2 or #3 than it
is to be at #1. What matters is that you are on the first page of search results.
Relevant, well-written ads can result in a high click through rate (CTR) and a higher quality
scoring. Ads that score higher often get discounts on click costs.
