Run a Pay Per Click Campaign: Yahoo! Search Marketing
Yahoo! Search Marketing allows online advertisers to meet their potential customers in Yahoo! search engine result pages and on Yahoo! partners websites.
Let’s set up a PPC campagin for this blog with Yahoo! Search Marketing.
Step 1
Choose the target market, you can edit this option later. Easy :)
Step 2
Deep geo-targeting. Not needed for my campaign, but very useful for a localized business.
Step 3
Choose your primary keywords / keyword phrases.
Step 4
From your primary keywords, Yahoo! Search Marketing suggests some related keywords and for each one it gives you the monthly estimated number of searches. Don’t choose them depending on the number of searches but on the relevance they have with your ad. You don’t just want many clicks, you want interested visitors that might convert the click, don’t you.
Step 5
Tell them your daily budget. I’m going to use the $25 bonus + the $30 needed for the subscription, rounded. It’s $10 per day, for 5 days. I’ll think about how to spend the remaining $5 later. Yes I know, I’m quite good in math. :P
Now the scary thing is that one click costs $5. If I had the same conversion rate as my Google AdWords campaign, I would spend $4,950 for 18 new rss subscriptions. It’s really crazy, I’ll check click costs a few hours after the campaign starts, and see if I can get a cheaper click not losing keywords’ quality.
Step 6
Write your ad copy! Easy, and it seems Yahoo! don’t forbid the word “wordpress” in the ad. A very cool feature allows you to see which ads are displayed right now for each keyword phrase you chose. You become aware of your competitors and can see what they offer.
Step 7
Pause your campagin! You might want to set a few other things before your ads go live.
Step 8
Edit campaign settings: give your campaign a name and an end date, unless you have unlimited budget :)
Step 9
Edit ad settings: give your ad group a name and create at least one ad variation. Y! takes care of delivering the better performing ad.
Step 10
In “Administration” -> “Tracking Url” enable url tracking, so that you can track incoming clicks and (hopefully) conversions in your web analytics tool.
Step 11
In the “Ad Group” detail page, in the “keywords” tab, you might want to set bids for keywords instead for the whole ad group.
Step 12
Unpause your campaign and wait for your ads to be reviewed by Y!
Tomorrow we’ll check if ads are being correctly displayed and, depending of the first campaign day, we’ll fine tune ads and bids.
