Archive for April, 2008

So Happy Together

5 ways to integrate pay-per-click search ads with online display ads

What kind of online advertising should you use: search or display? Well, if you want to drive targeted traffic to your site, build brand awareness and increase sales, you should be using both.

When you tie search ads, display ads and your landing pages together with a consistent message, the mixture can help your advertising resonate with users and drive site traffic and sales to a whole new level.

Here are five tips that you can use to integrate your Sponsored Search ads with display ads:

1. Know your target audience.
This one comes first, because knowing your target audience is the key to any form of Internet marketing. Before a penny is spent on advertising, you must ask yourself: Who do I want to target? What are their needs? Which words should I use in my ad copy to get them to click on my ad?

2. Determine the goals of Sponsored Search and banner ads.
The goals of both types of ads should ultimately be the same: attracting qualified traffic to your site. But the way each accomplishes this may differ. Generally speaking, pay-per-click ads are primarily used for generating leads and sales, and secondarily for increasing brand recognition. The majority of the time, banner ads lean toward branding and to support other search marketing strategies.

3. Write the search ads first and then expand.
When launching Sponsored Search ads and display ads at the same time, it’s generally easier to write the ad copy for the search ads first, and then use that theme to expand the banner campaign. Why? Because you’re working with a finite amount of space in the search ads. Once the search ad copy has been written, your graphic designer will have a better idea how to craft your banner ads.

4. Target your ads for the same places.
It can be very effective to get search ads and display ads displayed in the same general area of a site. For instance, if you operate a travel company in San Francisco and want to target tourists, you might launch a Sponsored Search campaign with Yahoo! Search Marketing, submit your website to Yahoo! Travel Submit, and purchase a banner ad in the Yahoo! Travel San Francisco-related section. This way, visitors can find your ads via search, read reviews in Yahoo! Travel, and see your banner ad on the same page, such as on this page.

5. Test, then test again.
With all online advertising campaigns, you should plot out your campaign at the beginning and test different ads and ad copy, offers or landing pages to achieve the highest return on your advertising investment. Be creative and don’t be afraid to try different things. Some ads that you think will be very effective might tank, while other ads you think will be worthless might take off!

– Nick Stamoulis, President of Brick Marketing and Blogger at Search Engine Optimization Journal and Pay Per Click Journal

Bullseye! photo courtesy of mfshadow via Flickr

Min Bid Changes in Your Account Interface

Find out more about the new tools that can help you manage your bids

“WIIFM,” as most people know, is not your local Lite Rock radio station, but an acronym for the question “What’s In It For Me?”. And WIIFM is what most advertisers want to know anytime we announce a new product, feature or change related to Sponsored Search.

This certainly holds true when it comes to our recent change to the way minimum bids are determined. It really boils down to How will I know if my minimum bids are changing? and Knowing that information, what should I do?.

How You’ll Know if Your Minimum Bids are Changing
A change to minimum bids is important information that you need to find easily. As a result, we’ve literally plastered it all over the account interface—you’d have to work pretty hard not to see it if you’re logged into your account.

The first place you may spot a change is on your Dashboard page. If you have one or more keywords with bids that are below a new minimum amount, you will receive a message in the Dashboard Alerts section, as well as an email. You’ll have a grace period of up to several days to adjust your bids, so that your keywords can stay active. Conversely, we’ll also send alerts when the minimum bid has dropped and your previously inactive keywords are now active.

You can find info on any below-minimum bids on our account-level keyword page, which is itself a nifty new page that lets you look at all keywords in your account, regardless of the campaign or ad group in which they reside. Bids that are either inactive or about to become inactive are highlighted in red in the “Status” column:

Similar status columns have been added to other keyword and ad group pages throughout your account. You can also search for affected keywords with an Advanced Search from a keyword or ad group page, which now lets you filter your keywords by keyword status.

OK, Now What Do I Do With this Information?
During a grace period, your ads will continue to be eligible to be displayed, and the keyword will be displayed with the status “Pending Inactive, Bid Too Low” in the account interface.

After the grace period ends, if you have not raised your bid to at least the new minimum, the keyword will be displayed with the status “Inactive, Bid Too Low” in the account interface. (You can see both of these statuses—or should that be “statii”—in the screen shot above.)

The important thing to remember here is that the only way you can make a “Pending Inactive” or “Inactive” keyword immediately active again is to raise the bid to your required minimum. Increasing the quality of the ads associated with the keyword in question can generally help lower your minimum bid, but not until we recalibrate that minimum bid. So if you don’t want your keyword to go offline at all, you should raise your bid before the grace period ends.

If you decide to increase your bid on a “Pending Inactive” keyword, the new bid takes effect immediately, and your ads become active as soon as your bid meets or exceeds your minimum bid required for that keyword.

To take the “sledge-hammer approach” to increasing your bids above the minimum, use the bulk bidding tool. You start by checking the box next to the keywords you want to adjust, and click “Set Keyword Bids”. This will take you to the page pictured below, where you can raise the selected keyword bids to a level that will meet all of the minimum bid requirements for those keywords.

But remember, with this tool you’re only raising each bid to the minimum needed to stay active, not necessarily to the price that will make you competitive for that keyword.

If you discover that your minimum bids have decreased, you can always lower your bids on those keywords, understanding that by doing so you may end up dropping position in search results and reduce your traffic from that keyword.

Higher or lower, active or inactive, you’re now able to easily see what’s going on with minimum bids in your account, and take action.

— Jeff Hecox

Throw the Bad Clicks Out

New report lets you know how many clicks we’re discarding for you

Our Click Protection System works around the clock to identify clicks we believe you shouldn’t have to pay for—but until now, you had to take our word for it.  Now you can use our new Click Filter Report to find out how many clicks we’re throwing out.   

Who needs a click filter report?

We created the report for a few reasons:

• We want to give you as much transparency as we can
• We want to add to the tools at your disposal for monitoring your own traffic. 
• We believe our Click Protection System is one of the best in the industry, and we want you to see what it does for your account.

This report will help you understand how many clicks we are recording and how many of the ones we do record are deemed invalid.  You can compare that information to the clicks you’re seeing through your weblogs or third party products and, if something doesn’t seem quite right, you can submit a click investigation request to our team.

Why your discarded clicks might be different 

We typically discard between 12 and 15 percent of all clicks, but your account may or may not be “typical.” There can be a number of reasons for this.  Click fraud perpetrators can target one industry more than another, or attack more frequently in one month than another, or focus on one product more than another. 

While click fraud can be unpredictable, we can and do detect patterns .  If you notice a spike in the Click Filter Report—for example, your discard rate goes from 7 percent to 21 percent— that means your invalid clicks increased, but our Click Protection System caught them.  

How to use it

You can find the Click Filter Report in the same location as all other account reports, by clicking the “Reports” tab, then selecting “Click Filter” under the “Traffic Quality Reports” section in the Reports Navigator on the left side of the screen.

The Click Filter Report provides information for any timeframe you want. You can customize the report to include data such as impressions, invalid clicks, invalid click rate, and average cost-per-click. Additionally, if you are using our analytics tools, you can track data such as click conversion rate and revenue.

You can choose to view this data across your entire account or by campaign, by distribution tactic, or by specifying certain campaigns by name via the search function. If you have multiple accounts, the report can display data from all of your accounts simultaneously.

This report follows other recent traffic quality measures we’re undertaking. And now you’ll have a little more visibility into exactly what we’re doing for you.

– Reggie Davis, VP of Network Quality

Minimum Bids No Longer Fixed at $.10

How to manage your new Sponsored Search minimum bids

Starting today, minimum bids for some Sponsored Search keywords will no longer be fixed at $.10. Throughout the next week, you may start noticing new minimum bids on some of your keywords. Your new minimum bids can be lower or higher than $.10. Content Match minimum bids currently will remain at $.10. We’ll notify you in the account interface when the status of any of your keywords is affected.

How Your Bids Work

The new minimum bids are a little bit like auction house reserve prices, and can be based on multiple factors, such as your keyword quality and the keyword’s value—or how much we think that keyword is worth. Here’s a look at the two main factors:

Quality—High quality generally means that your ads are being clicked more often, relative to your competitors. We try to reward quality with higher rankings and lower costs, and now, potentially, with lower minimum bids.

Value—We look at a number of things to determine what a keyword is worth: for example, how many advertisers are bidding on your keyword, and what they’re willing to pay for it.

A keyword term becomes “active”— or eligible for display—when your bid is equal to or greater than your minimum bid. Keywords become inactive when your bid falls below your minimum. You will be notified in an alert on your Account Dashboard if the minimum bid for a keyword increases above your current bid, and you’ll have a grace period of up to several days to raise your bid to keep your keyword active.

Managing the Change

There are three steps you can take to manage this change, which we wrote about in recent blog posts:

1. Get to know your keywords and their value.

2. Improve your ad quality.

3. Use the new updates to the account interface.

Sign up for our webinar for more information.

—The Team

From the Ground Up

Building Your Yahoo! Search Marketing Account

It’s a mystery why the Great Pyramid of Giza is the only structure of the original Seven Wonders of the World that still stands today. Scholars assume that it’s due to its sturdy architecture, but no one knows for sure the actual construction methods that were used to build it.

You may not know much about building your search marketing account, either. But unlike the pyramids, the methods for structuring your search marketing account don’t have to remain a mystery.

Your account is made up of up to 20 campaigns, your campaigns are made up of ad groups, and your ad groups are made up of ads and keywords. What you do at each level matters. Let’s start at the base of your paid search pyramid and work our way up.

Keywords
You can put up to 1,000 keywords in a single ad group  – but you wouldn’t want to. The more keywords in an ad group, the less likely they are to be relevant to each other. It also makes writing ads a lot harder. For easier account management, we recommend:

• Using around 20 keywords in each ad group
• Using click-through rate to determine poor-performing keywords that can be moved into other ad groups.

Don’t put the same keywords in multiple ad groups within your campaigns.  This will cause those keywords to compete with each other, and only one can be displayed in a single set of search results. There are two exceptions:

• When creating a geo-targeted campaign and a non-geo-targeted campaign.
• Within seasonal campaigns targeted for specific holidays, such as Mother’s Day or Father’s Day.

Ad Groups
A well-organized ad group links similar keywords to relevant ads.  When structuring your ad groups, the following tips can help you get better results as you learn what’s working and what’s not:

• Organizing related keywords in your ad groups makes it easier to create more ads that will perform well for each keyword.
• When you’ve identified keywords that aren’t performing well, move these poor performers into their own ad group (making sure they stay as relevant to each other as possible) and price them accordingly. This helps to maintain the ad quality associated with your better-performing keywords.
• Write ads that fit the keywords in your ad group, and test them to see which ads work the best.

Campaigns
So, when do you need to set up a new campaign, as opposed to simply making another ad group? You should create separate campaigns for ads that:

• Target specific geographic areas
• Have goals with specific budgets
• Need to be scheduled with specific beginning and ending dates
• Use the Content Match tactic for ad distribution.

The pyramids weren’t built overnight, and your account structure won’t be either. But stone by stone, with constant attention, you can construct a solid ad organization that will stand the test of time.

–Stephanie Bilberry, Yahoo! Search Marketing Writer

Photo credit By Nina Aldin Thune 

Get AMP!’d

Yahoo! plans to change the way you advertise

Every so often, entire industries are transformed by innovation—and we at Yahoo! think we’re on the verge of transforming the advertising industry. It’s an industry ripe for transformation. Especially with display ads, everything from finding the right audience to booking inventory to testing ads is decidedly old school, and not in the good way. With AMP! from Yahoo!, our forthcoming advertising management platform, we plan to change forever the way you interact with everyone in your advertising world—and make it even easier to get the right ads in front of the right users. Read about it, and see a video of it in action, in this post by Yahoo! President Sue Decker.

Make Your (Mother’s) Day

Mom will love the flowers, but she’ll really be impressed if you use these 8 tips to grow your profits

When you were a kid, your mom was probably always after you to keep your room tidy. Now that you’re an adult, it’s up to us to nag you about keeping your search ads clean and organized.

With Mom’s favorite holiday rapidly approaching, now’s the perfect time to tidy up your Mother’s Day ads, so that you can help your customers find you, and find just the right thing for their own mum. Take a moment to consider these eight tips, which we think should help make your Mother’s Day ads good enough to pass even the toughest mother’s inspection:

1. Scope of Offering

Ads for broad keywords generally do not perform well when the results are too narrow. People searching on keywords like “mothers day gifts” usually want a variety of offerings, rather than one specific item.

2. Promotional Language

Including deals, such as low price points, coupon codes, free shipping or free gift wrapping, generally improve an ad’s performance.

3. Keyword/Creative Conflict

Make sure your titles and descriptions don’t clash with their associated keywords. For example, avoid associating Valentine’s Day ads with “Mother’s day” keywords. Even when the keyword appears in the creative, searchers may skip the ad if the main focus appears to be on something else.

4. Same Day Delivery

If you offer same-day delivery on gift baskets or flowers, be sure to call that out in your ads.

5. Keyword Insertion and Alt Text

Yahoo! Search Marketing’s Keyword Insertion tool helps make sure that the keyword always appears in the ad, and Alt Text helps the ad appear the way you want it.

6. Buying vs. Printing

Be careful if you run a site that offers printers or printing services—these aren’t good matches for “greeting card” keywords.

7. Sales vs. Service

Sites that buy or repair jewelry as well as sell it should be sure to put the emphasis on sales, since that’s most likely what Mother’s Day shoppers are looking for.

8. Personalization Helps

Jewelry or other types of sites that offer personalized or customized items tend to perform well with Mother’s Day shoppers.

Following these simple rules should give you strong Mother’s Day ads that will appeal to customers and make your mom proud.

For more Mother’s Day tips, visit our help center.

— Noah Belson, Content Quality Analyst

Image from Sharon Mollerus via Flickr

Common Enemy

Yahoo! and Click Forensics team up to fight click fraud

The enemy of your enemy is supposed to be your friend, right? Well, the biggest enemy of Yahoo!’s traffic quality team is click fraud, which is why we’ve just become friends with click-audit company Click Forensics.

We’ve teamed up with Click Forensics, a well-known click auditor that attempts to track click fraud numbers, including publishing quarterly discard rates. The obvious question is, why would we work with a company that has been a critic of search marketing? Because, frankly, we care so much about click quality that we’re willing to work with anybody who can help us—and our advertisers—drive a better return-on-investment.

About the Partnership

How will we work together? In this new partnership, Click Forensics can act as an intermediary for advertisers and work with us on specific advertiser issues when advertisers request help from both of us.

Click Forensics generally provides a way to help advertisers understand their click data, and now can provide Yahoo! with more information on behalf of the advertiser if there is a question about traffic quality. If you are already a Click Forensics customer, you can also use your Click Forensics reports as the basis of click investigations.

Click Forensics can provide us with additional data that may help us update our traffic-quality measures, so even if you’re not a Click Forensics customer, you can still benefit.

What We Do for You

This fits in pretty nicely with what we’re already doing. Our Click Protection System, one of the best in the industry, typically discards between 12 and 15 percent of clicks before you pay for them.

Coming soon, you’ll be able to see for yourself the clicks that our system identifies and doesn’t charge you for. Our new Click Filter report will show you how many total clicks are being discarded, and the percentage of your total these clicks represent.

Of course, dealing with click fraud is not all we’re doing to improve traffic quality, whether it’s pricing discounts on traffic from certain partner sites, or the ability to block domains from which you don’t want to receive traffic.  But when it comes to getting insight that could improve our traffic quality, a little extra help is always a good thing.

– Reggie Davis, VP of network quality