Yahoo! Panama Optimization Tips

Ever since Yahoo! upgraded its PPC advertising platform from Overture to Panama, it has been emailing advertisers useful optimization tips. Below are just some of them.

Structure your many keywords in multiple adgroups.

Keywords should be grouped in the same ad group only if they are closely related and it makes sense for them to use the same ad copy.

For example, if you sell electronic products, you would want to place keywords related to “camera”, “video games” and “DVD players” into separate ad groups. This enables you to write ad that are specific to those items.

Test different ads within a single adgroup.

Ad testing will help you identify the ad copy that works best for you and help increase your CTR. Make sure you have at least two ads in every ad group, so that our Ad Optimize Display feature can automatically rotate the ads, and more frequently display the ad that attracts the most traffic to your site.

For example, if you sold shoes, you might want to test one ad title that stressed your wide selection of styles, and another one that highlighted your free shipping policy (while keeping other ad components the same).

Price your keywords higher than they should be.

To help achieve a higher rank, you may want to increase your bids on some ad groups (or custom bids on keywords); especially those highly profitable ones that already have a high return-on-investment. You might just need to do this temporarily to help your ad gain a higher position, which can often lead to more traffic.

Set a higher budget than it should be.

You may want to also consider increasing your campaign daily spend limits to help ensure that your ads continue to be displayed and are not taken offline for hitting your budget too soon in a given day.

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Posted on June 15, 2007
Filed Under PPC, YSM, Yahoo |

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3 Responses to “Yahoo! Panama Optimization Tips”

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