Today, I am going to discuss Yahoo Search Marketing keyword match types. Yahoo is very different from pay per click management with Google AdWords and MSN AdCenter, as there is a lack of control with keywords, because they try to automate this on their end. Google and MSN believe that you should have several different variations on keywords, and each will bring a different result, and they are right. For example Jackson Hole real estate and real estate Jackson Hole are the same customer, but real estate Jackson Hole has a lot less traffic, and you can really capitalize on this. Yahoo believes these are the same keywords. They are wrong. We will get into the two keyword match types they use, but here is another example. Safety vest and safety vests are considered the same word. If you were a business selling safety vests, with Google AdWords advertising and MSN AdCenter we can keep safety vests higher than safety vest, because we want the bulk orders over the single order. With Yahoo Search Marketing you don’t have that option.
Well let’s get into the two keywords variations that Yahoo Search Marketing offers:
Standard Match Type: A standard match happens when a customer enters a search term that is the same as the term you have bid on.
If you advertise on the keyword “safety vest,” your ad may be displayed for the following search queries:
* safety vest (same)
* safety vests (singular/plural variations)
* saftey vests (common misspellings)
Advance Match Type:
The Advanced match type displays your ads for a broader range of searches related to your search terms, titles, descriptions, and/or web content.
If you advertise on the keyword “safety vest,” your ad may be displayed for the following search queries:
* safety vest (same)
* safety vests (singular/plural variations)
* saftey vests (common misspellings)
* buy a safety vest (in a phrase)
* safety or economy vests (separated by word(s))
* vests for safety (in a different order)
* economy vests (sub-phrase query)
* vests (general/broad query)
* economy safety vests (specific query term)
* ‘Brand A’ safety vests (specific query term)
As you can see Yahoo Search Marketing takes away most of the creative that you need to have a successful Internet marketing campaign. What would happen if safety vest converts well, but only single orders, so you have to lower bids, but economy safety vests converts great? You can’t split those keywords up which Google AdWords marketing and MSN adCenter allow you to do to make your rate on investment increase. This is why Yahoo is losing more and more share in the pay per click management world.
Windy City Strategies account managers have been in the Internet marketing industry for over 10 years and will improve your online marketing with our industry leading Internet consulting, search engine optimization and pay per click management.
