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displayed all weekend before they are reviewed. But if you do such a thing often
they may be less willing to trust your account.
Once Yahoo! has accepted a keyword, you can try to rewrite new ad copy that is a
bit more aggressive. If they do not accept your new ad copy, your old listing with
your old ad copy should typically still remain.
Customer Tracking and Bid Management
How Tracking Works
If you are paying by the click, you need to know what those clicks are doing. From
the second they click until they leave or purchase.
If your server is already equipped with great tracking software, it is easy to add a
tracking tag on the back of your ads. Instead of your Yahoo! listing going to
http://www.domain.com/salespage.html, have it go to
http://www.domain.com/salespage.html?source=y+ad=6+keyword=fred.
Tracking Software
My favorite log file analyzer is ClickTracks. It displays the web page in a viewable
browser highlighting the click ratio for each of the links. ClickTracks also allows
you to set up custom tracking tags to view traffic through different visitor paths.
While the software is expensive to some at $500, it is a steal for some larger
commercial websites. ClickTracks also offers a hosted tracking solution.
Some other popular conversion tracking software options are Keyword Max,
IndexTools, and WebSideStory. If you are working with an exceptionally large
account, you may also want to try Efficient Frontier or Omniture.
ConversionRuler is inexpensive, suitable software if you are primarily concerned
with tracking pay-per-click results. ConversionRuler starts out around $20 a
month. Yahoo!, Google, and Microsoft also provide built-in free conversion
tracking software.
There are also free tracking services such as eXTReMe Tracking and SiteMeter if
you want to access referrer stats easily, but I would not recommend using them for
tracking any of your pay-per-click statistics.
If you are a heavy spender on pay-per-click and run large complex accounts, you
will most likely want to use bid management software or manage your advertising
accounts through API programs.
Google Analytics
Google created a free, cross-platform conversion tracking tool that comes with
their AdWords product. It works for tracking e-mail ads, banner ads, and various
PPC search engine ads.