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There are a couple of ways to play the keyword match system in Yahoo's search advertising system. Michael Mattis of Yahoo reminds ad clients why they are important. Choosing Standard or Advanced matching in Yahoo's Search Marketing platform may not be a "lady or the tiger" situation. But it is important enough in marketing with Yahoo that advertisers need to consider it. Mattis wrote of matching choices, and how things Used To Be with Yahoo advertising. Ads were delivered Standard Match, high bid to low, followed by Advanced Match, high bid to low. That's been dropped with the arrival of Panama, Yahoo's new ad placement system. Relevance matters, and the highest paying keyword bid may not be the one that grabs the top slot when ads are displayed:

This may increase the competition on certain keywords for both types of ads, and could cause some advertisers to pay higher click charges and receive more traffic volume—or vice versa—than they received under old ranking model. (But you will never pay more that your maximum bid.)

Yahoo's customers can easily switch between Standard and Advanced for their campaigns. But using Advanced effectively will come from making use of another keyword option – excluded words. By excluding certain terms, the marketer can improve the relevance of an ad campaign by keeping it from showing up in places where it gather little to no interest from viewers. A little strategic consideration could lead to much better conversions and an improved use of one's ad budget on Yahoo. --- Add to Del.icio.us | Digg | Reddit | Furl Bookmark WebProNews: