You already know how Yahoo!'s flagship product Sponsored Search delivers highly targeted customer leads to your business by allowing you to control placement within sponsored search results across the Web. But are you taking advantage of all of the features, tools and options that Sponsored Search offers to increase your quantity of targeted traffic?
Easy Switches to Generate More Sales Leads
The Advanced match type enables you to target additional customers while still using your existing listings, saving you both time and effort. This feature of Sponsored Search provides search users with relevant listings, even when the bidded keyword does not match word-for-word with the search query. To maximize the relevancy of your listings to search users, the Advanced match type also offers Excluded Words, which are words or phrases you choose to prevent a listing from matching a irrelevant search query.
Content Match? complements your Sponsored Search campaign by displaying your existing listings along with relevant articles, product reviews and more, thereby providing an additional source of targeted leads. The Content Match distribution network consists of popular, high-quality sites such as Yahoo! and MSN.com, providing you with better leads that are more likely to convert to sales. Additionally, Content Match lets you set bids separately from Sponsored Search, to provide greater control of your ROI.
Portals
Sponsored Search
Content Match?
AltaVista
?
Excite
?
Go2Net
?
InfoSpace
?
MSN
Yahoo!
Content
Sponsored Search
Content Match?
Advertising.com
?
Away Network
?
CitySearch
?
CNN
Cool Savings
Consumer Review Network
ESPN
?
Edmunds
?
Homestore Network
?
Knight Ridder
MyFamily Network
?
National Geographic
?
Wall Street Journal.com
?
You can turn on the Advanced match type and Content Match on the Account Summary page of your account.
Tracking
To thoroughly understand the traffic you receive via Sponsored Search and Content Match, we suggest you make use of Yahoo!'s free tracking tools: Conversion Counter and Tracking URLs. Using these tools will allow you to track and report how your Yahoo! campaigns are performing, as well as where your traffic is coming from. Tracking your results regularly will enable you to make the most informed and effective decisions about how to best use your advertising budget.