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web-based, keyword list generator to use to make up my extended keyword lists
after I have already done primary keyword research. Microsoft Excel also has a
similar feature.
Some of YSM'spartners cut the ad text short, so you will want to include your most
important words near the beginning of the ad title and ad description.
YSM now factors click-through rate and keyword relevancy into click cost. A high
click-through rate may lower click costs substantially, but make sure your ad copy
and keyword selection still pre-qualify searchers. Write ads for conversions instead
of just clicks. If you are trying to sell bulk stuff at wholesale, do not be afraid to use
the word wholesale in the title and place prices in the ad text.
PPC versus SEO in Small Paid Niches
The more expensive the associated PPC ads are, the more value there is in
performing SEO on a site in a paid niche. If the average cost-per-click is $5, then a
$2,000 SEO campaign pays for itself after only a few hundred targeted visitors.
YSM tends to be a bit sloppier than Google at monetizing niche advertisements.
Google has a larger advertiser base and props up the ad costs using something they
call quality based minimum bids.
If you are unsure whether an SEO campaign would justify its fees, you can run a
test PPC account to see what type of demand there is in your target market.
Want More Information on Yahoo Search Marketing?
Read the Yahoo Advertiser Workbook. If you want more, Mona Elesseily
published an 87 page guide to the Yahoo Panama platform titled Mastering Panama.
Ad Writing Tips
There are many subtle hints to doing pay-per-click advertising correctly. A small
change in conversion rate can make a huge difference once scaled out across the
web. A marginal loss that turns into a marginal profit can become an automated
revenue stream if you write and target your ads to convert better.
English-to-English Conversion
I went to the U.K. and realized just how different the versions of English are
around the world. If you are targeting a specific region or country, make sure your
ads and landing page are compelling to locals using words and phrases that make
sense in their dialect.