Yahoo!’s Advice On Keywords And Search Engine Marketing

Writing by Nick Stamoulis on Thursday, 26 of June , 2008 at 7:56 pm

Yahoo! Search Marketing blog has an interesting article on what they feel are the “5 secrets for managing keywords in your account“. Their ‘5 secrets’:

1. Consider Your Customer
The advice here is to consider ‘browsers’ and ‘buyers’ separately. Browsers are still researching whilst buyers have their cash in their hand ready to spend. But yourself in the users shoes and consider terms that ‘browsers’ may use along with terms that ‘buyers’ may use.

2. Go High and Low
Yahoo recommends using separate ad-groups for high volume and low volume keywords:

Why? If you have a mix of high- and low-volume keywords in the same ad group, it may hurt your quality index score, which is based on the performance of the ad group as a whole. Also, using separate ad groups will make it easier to see which ads and keywords are working, and which aren’t.

3. Try Branding and Niche Marketing
Since you don’t pay for impressions, using high value keywords in a niche will place your brand on display - you may not get high click throughs - you do get publicity.

4. Know the Wrong Keywords
Just because you offer a particular product or service does not mean you should bid for that term - use modifiers to more accurately define your product or service.

5. Don’t Ignore the Obvious
We always seem to ignore the obvious:

Sometimes the most obvious keywords are the ones that advertisers end up forgetting, such as bidding on their brand name, domain name and variations thereof.

If you use search engine marketing then perhaps those tips will help. The most important tip for any search marketing is to place yourself in your customers shoes. If you can do that successfully then you should be able to hit the right keywords fairly accurately.

                      Category: Search Marketing