Yahoo’s search marketing platform Panama is second to Google’s Adwords platform regarding reach of audience, traffic quality and system functionalities. Yahoo Panama should be the second search engine you consider when you are setting up your global PPC strategies.
Starting with a single country before replicating
Whether you are starting a keyword list from scratch or migrating the keyword list from your Adwords campaigns, start by launching search-targeted campaigns in the country that can deliver the most traffic to your website. This will allow you to test Yahoo Search Marketing’s platform thoroughly and quickly. For many industries, start with a Yahoo US account should usually ensure high traffic quality and volume for an initial test. If you are not sure, and you already have campaigns running on Adwords, study the performance of your Adwords campaigns and choose the best performed country to start.
Once the ROI of the campaigns in your first Panama account is stabilized, it is time to replicate the campaigns across to other English-speaking country accounts: UK, Australia and India.
Copywriting of localized ads
Having professional PPC copywriters to create and maintain your text ads is important, as Yahoo Pamana allows the testing of multiple text ads in a single ad group (or for a few keywords) simultaneously.
On top of that, slang, accents and spelling variations differ from countries to countries, even when all the countries mentioned above (US, UK, Australia and India) all share the same language.
From time to time, each country’s major current events may differ significantly. Writing the exact copy for the exact events will certainly improve CTR with conversions.
Tracking and Reporting
Track your campaign ROI (or just conversions) with the built-in Conversion Analytics by enabling it in your Panama account. This will allow you to figure out which countries work better than others, and then you can shift your marketing budgets towards the higher performing Yahoo accounts.
Geo-targeting non-English speaking countries
If you are to try the non-English Yahoo accounts or countries, it is best that you have a website in that country’s official language. For example, it can never provide a good user experience to geo-target France by using French keywords, French text ad copy, but an English web site.