Yahoo Search Marketing accounts are similar, but not identical to Google AdWords accounts.  They are definitely worth investigating particularly if you are in a highly competitive market.

Why use Yahoo?

Cheaper Click Costs, leading to cheaper conversions!  I have managed to get conversions down successfully for one market (MLM lead generation) to £1.55 compared to £6.50 in Google.  This was an excellent result Less competition, as less advertisers bother using Yahoo – most use Google due to the fact Google has more traffic Yahoo is generally regarded as being used by an older, more mature market To reach the 10-15% that use Yahoo rather than Google Easier to use.  You may prefer to start with Yahoo than with Google due to the cheaper costs

Beware:

Yahoo uses search partners that are difficult to discover and opt out of unless you carefully monitor your web tracking Broad matching is the default setting, the keyword selection is not as sophisticated as Google If selecting Prepay (the default option) Yahoo will charge your card repeatedly until it has what it believes is sufficient credit on your account.  This amount appears arbitrary

How should I go about setting up a Yahoo Account if I already use Google AdWords?

Visit Yahoo Advertising and set up an Advertiser account Use the Google AdWords Editor to download your Google campaign, transfer across broad keywords (Exact and Phrase are not allowed for) and transfer across 2 of your best performing adverts for that ad group Add in negative keywords by entering ad group setting, tactic setting, choose show next to excluded words and add them in

Other alternatives include MSN/Bing which traditionally has a younger audience.

Notes for editors: Claire Jarrett is an Expert AdWords Trainer and owns an AdWords Management Company and runs AdWords Courses

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