Wouldn’t it be great if you could pay for advertising based only on your results, choose the people you advertise to, and customize your ads for each group of people who might see them? If you’re using newspaper, radio or other traditional media, you just can’t do this kind of targeting and customizing. But with Yahoo Search Marketing, targeting the people you want with the ads they want is built right in.

Yahoo Search Marketing allows you to display ads on search results pages when people search for your keywords. You choose the keywords, and you determine how much you will pay for each click. You only pay if someone clicks on your ad and visits your site, and you are in complete control of your keywords, your ad, and your budget. Traditional advertising can’t offer this; Yahoo Search Marketing can.

The first thing you’ll need to do when you set up your advertising campaign is choose keywords. Yahoo Search Marketing helps you choose keywords and keyword phrases based on your web site and suggestions you enter. You choose your maximum bid for each keyword, and you can set up different ads for different keywords to improve your targeting. You are in complete control at all times.

One great feature of Yahoo Search Marketing is that it makes local advertising on the Internet very easy and affordable. You can choose geographical areas you want to advertise to, and Yahoo sends your ads only to their visitors in those areas. This means that you will not get clicks from people who can’t do business with you; your ads will be targeted to your local area and bring in local visitors who can, and will, use your products or services.

Traditional advertising has always been a game of chance. You pay your money and you takes your chances, and you hope that the right people will see your ads at the right time and act on them. With newspaper and broadcast ads, there simply is no way to make sure that you’re advertising to people who want what you offer, when they’re considering a purchase. Yahoo Search Marketing can do all of that and more.

You see, when you advertise on search engine results pages, you are literally advertising to people who are ready to make a decision and a purchase. They’ve searched for your keywords, so you know they’re looking for you. They just don’t know it yet. And you’re paying only for actual visitors to your web site, so you know you’re not paying for “junk traffic,” people who aren’t even interested in what you’re offering. And you control the budget, so you know exactly how much you’re spending on marketing, and you can increase or decrease your budget at any time.

Yahoo Search Marketing has been improving their search platform for quite some time now. The system they have created is somewhat different than Google Adwords, however it does show promise and handles a decent amount of website traffic to make YSM worthwile looking at. In my eyes, Yahoo Search Marketing is a proven winner!

Russell Blanc manages a website about yahoo web hosting and yahoo search marketing.

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