Yahoo Search Services (formerly Overture)
Yahoo offers two "pure search" tracks - sponsored search and search submit.
Your sponsored search listings will appear in MSN and Yahoo search. Sponsor results are separate from "organic" results in these search engines.
Pros
- No initial minimum CTR threshold. You will be given many impressions before your listing is taken off line due to a poor CTR.
- MSN and Yahoo users tend to be less internet savvy and more "shopping" oriented than Google users. This results in higher conversion statistics for ecommerce sites. This will change as Yahoo and MSN begin to emulate Google.
- You pay for a position. The position you are willing to buy on Yahoo may change according to what your competitors do, but it will not change due to CTR or other unknown performance metrics set by the search engine.
- Pricing is 100% transparent
Cons
- Inability to A/B test landing pages for the same keyword - you can outsource this to optimost and learn how to finish the job you start when you buy clicks.
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Approval process may take days or weeks (if you aren't careful). Adwords automates the approval process, and gives you the benefit of the doubt at the time you create the ad.
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Content search offers fewer publishers to advertise with.
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Reports cannot extract ad text and link it to a keyword and conversion.
- Conversion analytics are simplistic. Yahoo only tracks conversion and conversion rate.
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