Running an online business is a great way to make money and spend your time doing something you love. Advertising, of course, is crucial to a successful business, online or off. As an online business owner, when you use Yahoo Search Marketing, your advertising dollars will work far more effectively and bring you more visitors who become paying customers.

Traditional advertising, such as newspaper or radio advertising, or banner advertising on web sites, is impression-based. This means you pay for the number of “impressions” – the number of times your ad is displayed, in a banner ad, or the number of readers or listeners, with traditional advertising. Because Yahoo Search Marketing is not traditional marketing, it follows a very different payment structure.

The problem with traditional, impression-based advertising is you have to pay for the advertising whether anyone actually visits your site or not. As you can imagine, you can spend a lot of money on this type of advertising, and have no results to show for it. With Yahoo Search Marketing, you pay for results.

Yahoo Search Marketing is based on the pay-per-click model. This means that you place your ad on Yahoo, and only pay for the ad viewers who click through to your site. Even better, with Yahoo Search Marketing, you choose what you will pay for each click.

When you use Yahoo Search Marketing, you will choose the keywords you want to advertise on, and place a maximum bid, your maximum cost per click, on each keyword. This puts you in absolute control of your advertising, insuring that you only pay for visits to your web site from keyword-targeted ads.

The best thing about Yahoo Search Marketing is the sheer numbers of people who search on Yahoo. With an average of 2.3 billion (with a b) searches every month, Yahoo Search Marketing gives you an incredible reach in your advertising. Your advertising will be in front of people who are actively searching for your product, and you’ll pay only for clicks from interested customers.

With traditional advertising, you will have to pay whether or not you get any traffic, and you have no way of knowing if the people who visit your site are really interested, or what got their attention and directed them to your site. With Yahoo Search Marketing’s targeted pay-per-click model, you pay only for actual visitors to your site, and you can closely monitor what ads are bringing visitors.

What could be better than knowing you can reach exactly the customers you want, any time you want, by targeting exactly the keywords that fit your business and advertising to a potential 2.3 billion web site visitors? Yahoo Search Marketing puts your advertising on steroids by allowing you to reach huge numbers of people, pay only for results, and fine-tune your advertising whenever you need.

You’re running your business online because you know online marketing is effective. You want advertising just as effective as your business model. Yahoo Search Marketing delivers that kind of marketing, with the audience and the flexibility to make your marketing successful.

Russell Blanc is a web hosting professional and manages a Yahoo Web Hosting Resource site at

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