Traffick - The Business of Search Engines & Web Portals
Blog Categories (aka Tags) Archive of Traffick Articles Our Internet Marketing Consulting Services Contact the Traffickers Traffick RSS Feed

Saturday, February 25, 2006

Fixing a Broken Yahoo! Campaign? And They Said It Couldn't Be Done!

It's now available! Page Zero has just released the world's first Yahoo! Search Marketing Handbook, meticulously researched and written by my colleague Mona Elesseily. We appreciate all the input from the SEM community that helped in fact-checking and understanding advertisers' particular frustrations with Y!SM.

As you'll see, Mona doesn't pull any punches. And the 102-page illustrated guide to improved Yahoo! Search Marketing campaigns (formerly Overture) is practically formatted with action items that correspond to the analysis.

From readers, I've heard time and again that Yahoo! is just frustrating to work with. In fact this week, I heard that exact story in sales calls with prospective clients, both Canadian. One e-commerce project manager, from the government, had actually budgeted more for Yahoo in 2004, but found nearly all the legit traffic and customer support came from Google, so the budget for 2006 is being radically reshuffled. That's fair enough, though it's a shame, and she did take the trouble to point out that "Yahoo! are just hopeless! They just don't help!" Hey, don't shoot the messenger.

Another, a North American telecommunications firm, sang a familiar tune: "our Yahoo performance has just continued to drop as our business has grown -- mostly with the help of organic referrals and Google AdWords -- over the past three years. We call Yahoo up begging them, telling them we *want* to spend money with them, but we seem to get different answers all the time from uninformed reps."

But just saying that kind of stuff doesn't help you if you actually want to make money in this channel.

I've noticed people are now talking more about the details of how these online ad platforms work, especially now that MSN AdCenter and some other competitors are rolling out robust new services. And it's the details you need to master if you want to consider yourself an ROI marketer instead of one of those blase people who just "buy media." With Yahoo!, there are a *lot* of details. Not all of them pleasant. But if it's your full time job (as it is for Mona), isn't it time you confronted your demons and slayed that Y!SM dragon once and for all?

The regular retail price of the Yahoo! Search Marketing Handbook will be $64, but for the next couple of weeks -- call it March Madness -- it's 40% off, so take advantage now.

Labels: ,

Posted by Andrew Goodman




View Posts by Category

 

Speaking Engagement

I am speaking at SMX West

Need Solid Advice?        

Google AdWords book


Andrew's book, Winning Results With Google AdWords, (McGraw-Hill, 2nd ed.), is still helping tens of thousands of advertisers cut through the noise and set a solid course for campaign ROI.

And for a glowing review of the pioneering 1st ed. of the book, check out this review, by none other than Google's Matt Cutts.


Posts from 2002 to 2010


07/2002
08/2002
09/2002
10/2002
11/2002
12/2002
01/2003
02/2003
03/2003
04/2003
05/2003
06/2003
07/2003
08/2003
09/2003
10/2003
11/2003
12/2003
01/2004
02/2004
03/2004
04/2004
05/2004
06/2004
07/2004
08/2004
09/2004
10/2004
11/2004
12/2004
01/2005
02/2005
03/2005
04/2005
05/2005
06/2005
07/2005
08/2005
09/2005
10/2005
11/2005
12/2005
01/2006
02/2006
03/2006
04/2006
05/2006
06/2006
07/2006
08/2006
09/2006
10/2006
11/2006
12/2006
01/2007
02/2007
03/2007
04/2007
05/2007
06/2007
07/2007
08/2007
09/2007
10/2007
11/2007
12/2007
01/2008
02/2008
03/2008
04/2008
05/2008
06/2008
07/2008
08/2008
09/2008
10/2008
11/2008
12/2008
01/2009
02/2009
03/2009
04/2009
05/2009
06/2009
07/2009
08/2009
09/2009
10/2009
11/2009
12/2009
01/2010
02/2010
03/2010
04/2010

Recent Posts


Tech Investing Flashback

Dr. Wilson Reviews New Google Tools Book

Does Values Research Explain Where Global Opportun...

Google Groups Gets Robust

E-mail Postage Stamps? Up with RSS

Fables of the e-Reconstruction

AdSense Tips from ContentBiz + Traffick Taps AdBri...

Google is Safe from the Sharks

The Soul of MSN

Beemer's Back

 


Traffick - The Business of Search Engines & Web Portals

 


Home | Categories | Archive | About Us | Internet Marketing Consulting | Contact Us
© 1999 - 2013 Traffick.com. All Rights Reserved