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Sunday, March 8, 2009

Yahoo’s Helping to Optimize Search Advertising in Your Industry

Posted by @ 6:34 pm
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yahoo-search-marketingYahoo! have updated their search marketing help centre with additional research on specific industries, including new keyword and AdGroup suggestions. Yahoo! claim that advertising on their network still delivers significant traffic, but at a lower cost than other networks like Google.

Yahoo! now provides an industry case study and potential keywords for the following industries:

  • Apparel
  • Automotive
  • Education
  • Finance
  • Health Care
  • Home Improvement
  • Legal Services
  • Travel
  • Wireless

The case studies are well presented and are basically used as a sales tool by Yahoo! to sell consumers on the importance of search in their specific niche. These often include surveys which can also provide some nice additional information. You can take a look at the Health Care case study here.

The more significant contribution to the help centre is the huge list of additional keywords and adgroups for advertisers to test. Again, Yahoo have broken this down per industry and then into a major category, and additional subcategory. From the Yahoo! post:

Why wait? Take a visit now to our Help Center, where you’ll find:

  • Industry-specific keywords with considerable search volume but typically fewer competing advertisers. Adding these keywords to your campaigns may help increase your traffic volume and improve overall campaign performance.

You can take a look at the Health Care keyword list here.

While I can appreciate the effort Yahoo! are going to, if every advertiser begins using these keywords, its just going to increase competition and minimum bids across their network (although this may be Yahoo’s secret tactic!) What are your thoughts?



Matthew Elshaw Matt is a marketing professional at ineedhits.com, an international search marketing firm. Matt's passion for online marketing began at university and has proved invaluable in steering product development and marketing initiatives at the company. Matt is a regular contributor to the ineedhits search marketing blog.

View Matthew Elshaw's profile






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