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Make the generic become more specific, and viewers of a marketer's ad appearing in Yahoo Search may be more inclined to visit. The magic of search technology, not to mention Yahoo's Herculean labors to update its contextual ad product, pose an interesting strategic choice for Yahoo's ad clients.

Michael Mattis discussed the insert keyword option for Yahoo Search Marketing on the service's blog. He touted it as a way of improving the relevance of the ads a marketer could display.

When creating an ad, the marketer would click on an "Insert Keyword Automatically" link. This brings up a prompt to place a default keyword, like 'wine', into the ad. Wrap the copy around the title, and Yahoo does the rest:

But here’s the snazzy part: Your ad’s title won’t necessarily appear as “Buy Premium Wine.” Rather, once a searcher has entered one of your keywords—”Chardonnay,” for example—the turbines of our mighty engines kick-in and, in an instant, your ad title appears as “Buy Premium Chardonnay.”

That’s probably a lot more clickable to someone shopping for Chardonnay than the generic “Wine,” right?

The usual character limit still applies, so if a Yahoo-generated keyword would exceed the limit, the default keyword appears. A little copywriting vigilance will be needed to give the ad every opportunity to display a specific keyword rather than the default.

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