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Monday, February 25, 2008

Yahoo! Raises Exclusions for Better Quality Advertising Traffic

Posted by @ 3:47 am

Yahoo! has just expanded their advertising keyword exclusion limit from 50 to 250 in effort to provide advertisers with better quality traffic.

According to the Yahoo! Search Marketing blog: “the Excluded Words feature is definitely a positive when you need help blocking unwanted searches you believe may not be relevant.”

Put simply, Excluded Words allows advertisers to specify specific keywords and search terms that they don’t wish to receive traffic from. This is particularly useful when using Yahoo!’s advanced match option.

As detailed by Yahoo!, reasons to use Excluded Words include:

  • Excluded Words may provide you with more control over Advanced Match traffic.
  • This feature helps block unwanted and irrelevant searches.
  • You may block searches not related to what you are selling, helping you to receive more targeted leads.

So how does Excluded Words work?
Assuming you’re running a campaign for “roses”, and you’re using the advanced match for the term “bouquet”, you might want to add terms such as “lilies” or “carnations” to your Excluded Words list. This helps ensure searches relate to “roses” and not other flowers.

The Excluded Word list isn’t a new initiative created by Yahoo!, with Google offer Negative Keywords for some time, but the increase in exclusions will be welcomed by Yahoo! advertisers.

For details on how to add Excluded Words to your campaign, visit the Yahoo! announcement post for more information.

Rene LeMerle Rene is the marketing manager of - a global search engine marketing company. He also leads the marketing for - a web 2.0 style community for online and digital marketers. Rene has been in the industry since 1997 with much of that time spent helping businesses embrace the best of the internet and digital world.

View Rene LeMerle's profile

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