OLD NOTES - Yahoo Work Shop SEM Campaign Optimization Action Plan

Allan Chuate, Search Strategy/optimization

Keyword

Keyword expansion:  search query report

Singular, plural and misspell should be bid separately

Negative keywords – 

• -help optimize broach & phrase, 
• -works different from Google, 
• -when set at lower leverls, overrides those at higher levels within a campaign
• Are limited at 10k at ad groups & campaign levels
• Are no longer normalized (Education: Negative keyword “Bachelor” – is linked to “Bachelors”.  Education vertical wants “Bachelor” but not “bachelors”).
• Negative keywords are applied as “negative phrase match” – same order/next to each other.  Bid keyword = stock quote  ; Negative keyword = free quote time.  Free quote time – is served, stock quote free quote time – is not served

Ad serving:

CTR threshold

Min_bid = 0.05

Landing page: adcenter crawls LP’s to determine relevance

Best practice:  

1. Monitor QS and correct low performing components
2. Incr min_bid
3. Ensure landing page is directly relevant to user query and keyword

Content Match:

Site Targeting – new – include Yahoo properties (Y! Answers, Astrology, Auto, Groups, Health, Movies), Microsoft: Hotmail, MSNBC.com

Use website placement performance report in ad center to track by site

Use site that convert well for Display

Use other targeting /bid boosting layers to reach more specific audience

JOE STEPHENS:

Insights: 

Quality Score – competitiveness in overall market,  landing page relevance, user experience  - accesses at account level for sites using excessive links.  Displayed at KW level to better indicate and address the specific KW.  Same keyword/Different match type = different QS

Exact Match –

Explicit vs. Implicit bidding - 

Ad copy optimization -

Targeting -