What is Yahoo! Search Marketing?

Yahoo! Search Marketing drives targeted leads straight to your company’s website. We get your website listed on the results pages of the most widely used Internet search engines, so your products and services appear in front of customers precisely at the time they are searching for what you sell.

Yahoo! Search Marketing is the most cost-effective way to advertise your business online because you only pay for customers who actually visit your website and bids for keywords relevant to your business start from as little as 5p – giving you a great return on investment.

It’s worth noting that Yahoo! Search Marketing checks keywords and websites for relevance, which means every click counts, translating into a highly targeted lead for your website.

How does it work?

Firstly a user will submit a search into a search engine. Advertisers set up an account with Yahoo! Search Marketing and submit their listings. They then decide which keywords to bid on, write their titles and descriptions and how much they want to bid. The listings are then displayed in the search results. It’s only when a user clicks on a listing and goes through to an advertiser’s website that the advertiser pays their bid price.

Choosing keywords

Keywords are terms and phrases you would naturally associate with whatever you sell. Ask yourself, if you were searching for your products and services using a search engine, what would you type in the box? A broad portfolio of phrases and keywords will give you guaranteed visibility. What’s more, you only pay for the customers who actually click through to your website.

From our experience, we’ve found that advertisers who bid on a range of relevant terms enjoy the greatest success: they reach more potential customers across Yahoo! Search Marketing’s network. But it always pays to be specific. If you are offering ‘DVD players’, you’ll want to bid on that keyword, but you should also consider ‘portable DVD players’ because these types of keywords are even more targeted and are likely to result into a click through to your website.

When you are bidding on a broad range of keywords, it makes sense to organise them by category. This means you can see how the category listings are performing as a group and can turn them online or offline as a group.

The right tools for the job

We have a suite of online tools to provide ideas for keywords and give you how many searches your business can get, how much your competitors are bidding for specific keywords and advice on how to get a sense of your monthly costs.

The basics of bidding

First things first, you need to work out how much you can afford and how much you are willing to pay for every new customer. Once you’ve established this and you’ve decided on your relevant keywords, you’re ready to bid against your competitors for premium placement on the search engine listings.

Relevancy

Relevance: the basic requirement for getting listed in the search results

The Buying Cycle

As you create your titles and descriptions, remember one important fact: online customers have various intentions when searching, depending on where they are in the buying cycle.

What Research Indicates

You can increase the results from your Yahoo! Search Marketing campaign by writing concise, relevant titles and descriptions.