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 -

OLD NOTES - SEM reporting channels' PRO v.s. CON - MSN Adcenter, Google Adwords, Marin

Reporting:

Here is a list of the different reporting systems we use on a day to day basis and some of the pros/cons (what they can provide and can’t).  Happy to review this today or tomorrow.

1. Hourly Report and IntraDay Report in LDS
1. Pros:  
1. Hourly by channel (SEM, Media, etc)
2. Shows landing page flow: GC -> rEC – rlead -> ulead -> umlead.  Another way to say it is: click from google (GC) -> user gives zip (rEC) -> user fills lead (ulead) -> lead gets sold (umlead).
3. Intraday is same.  Breaks out account level.
4. First indicator something isn’t right.
2. Cons: 
1. No revenue.
2. Account/channel level only.
3. No costs.
2. CMP Report in LDS
1. Pros:
1. Revenue for any date range. All sources, accounts, and adids.
2. Adds bounce rate and multiplier added.
3. Overall and Marketplace Margin.
4. Good for identifying tracking issues.
2. Cons:
1. Account/adid level only.
2. By day only.
3. Delayed Costs (1 day).
3. Publishers (Google Adwords and MSN Adcenter)
1. Pros:
1. Keyword level.
2. Sometimes has Conversions.
3. Hourly breakouts (with 2-4 hour delays)
4. True traffic (won’t see bots).
2. Cons:
1. Can’t see revenue
2. Slow to look at all sources or isolate drops.
4. Marin
1. Pros:
1. Cost and Revenue
2. Keyword Level
3. Any Time Frame
4. Makes Bid Recommendations
2. Cons:
1. 1 Day Delay in Data
2. Can’t do intraday or hourly

OLD NOTES - Yahoo! Quality score