Using Overture or Yahoo PPC: Homework Required

Overture, now part of the Yahoo Search Network, was the originator of the use of PPC, or Pay-Per-Click advertising. Overture forcasted that the web was quickly maturing into the easiest and most convenient way for buying anything and that very soon Internet advertising was going to hit record breaking numbers.

For an online shopper to visit one web site rather than another, that web site must be very visible. Yahoo built a service that delivers potential consumers to any targeted website,creating higher visitor counts and more sales.

Yahoo’s program puts a company’s advertisement directly in front of potential buyers as they search the ‘net. Using keywords that describe the product or services they are shopping for, Internet users get highly relevant ads on the same page as their search results. Web advertisers don’t pay for displaying their ad until a “searcher” literally clicks on it, hence the term “Pay-Per-Click”. That click, by the way, can cost as little as a nickle, or $10, $20 or even $50 dollars. But it delivers potential buyers right to an advertisers web site.

Any company or Internet business owner can increase their websites unique visitors using Yahoo’s Search programs. If you are responsible for a multi-million dollar online ad budget or just recently put-up a 5 page affiliate site, you can begin using Yahoo’s PPC services right away. The increases in traffic and visitors that you will get equals more visitors looking at your pages and your product. Even a small percentage of conversions, combined with a lots of visitors can equate to a large sum of cash for you.

Achieving a consistent, substantial flow of visitors should be the goal of every company-big or small. Both new and return visitors are the life blood of any business that wants a share of the billions being spent online.

Even though Pay-Per-Click may have started with Overture, today Yahoo features several of the same ingredients as Google’s Pay-Per-Click service, Google Adwords. They are similar in their use of keyword and keyphrase searching to choose which ads will display in the results. When a potential buyer types in a keyword or keyword phrase to search for a product, the search engine produces the results over several pages. On the right side of the results pages, and sometimes close to the top, you will notice the adverts of advertisers that have placed “bids” on specific keywords and keyword phrases.

As an example, you own a discount car parts website. You would choose keywords that trigger your advertisement display when potential consumers type phrases like Corvette window. Don’t forget that any individual word or phrase can cause your ad to be shown. You’ll probably want to stay away from blanket search terms like tires and wheels unless you’re Amazon.com and have a Coca-Cola sized advertising budget.

To have your ads show higher on the results page you only need to bid a penny or two more than the advertiser above you.

More often than not, ads that are seen first are clicked more, however more isn’t always a good thing. If an advertiser isn’t turning a minimum percentage of clicks into sales, a few popular search terms can run up a very high-cost campaign-very very quickly.

To create and manage a successful PPC campaign requires work. But Pay-Per-Click has taken the pressure off of needing a first or second page “regular” search ranking, at least immediately. Some of the time you would have spent with optimizing should now be used for discovering keywords with little competition.

Using a discount automobile parts website as an example again, we can learn that the catch-all search term tires and wheels brings back 51,200,000 results. It’s far too general of a term. But by qualifying it by type and location, for example Nissan tires and wheels Austin Texas, not only are the results cut down by over 90%, but the number of advertisers shrinks as well-lowering the cost per click substantially.

Performing even the most fundamental keyword homework can decrease the number of your challengers, increase your exposure, reduce the prospect for false or blind clicks, and save your company a sizeable amount of cash. The results you can achieve by performing genuine examination and investigation will be even more spectacular.

Real analysis, actual counting of your ads and their click-thru rates and the discovering of hidden “gems”- niche keywords with no competition, may sound effortful and time consuming, but the utilities acquirable today make it simple. Here is one resource for free keyword tools, no-cost software and links to dozens of additional sites with ongoing give-aways and free utilities. And finally, with all the talk and buzz surrounding Google these days, why the promotion of Yahoo’s Search Solutions? I’ve never suggested not using Googles services; still, it’s easy to do what everyone else is doing. But with so much competition for online spending, it is now a requirement to try and seperate yourself from your competitors. Yahoo/Overture is a perfect place to start. Companies big and small have used Yahoo! Search since the late 90’s and have thrived.

While Yahoo cannot match the sheer volume of Google searches, that also means a few less competitors and a few cents less per keyword. And it appears to be the case that when you’re Number Two, you try harder, as Yahoo’s customer service team is bending over backwards for your business.
When you add those up, it equals more than just good sense. It equals dollars and good sense.

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