Correctly utilizing the Yahoo Search Marketing (YSM) platform that is the foundation of pay per click (PPC) advertising in 2013 will follow the same basic paths as the past previous years with only a few variations.
Similar to the Google AdWords efforts, the position of each PPC ad you employ will be dependent on the type of bid and your overall quality score. The quality score will be based on the click-through rate your ad generates as well as how relevant the keyword and landing page will be to the user who clicks on the ad itself.
The goal of getting a high YSM quality score remains founded on a number of proven principles that will still be in full force in 2013. With the overall economic situation in the North America, Europe and many other countries still uncertain, the best advice here is to follow the tried and true tactics that have worked in the past few years.
Think Small
It is better to compress your ad into a small, focused group to ensure that it is relevant to the keywords, landing page and the ad itself. In this manner, you can make more focused changes in order to get even better results. Plus, you are spending less per ad as opposed to broadening your approach.
Avoid Bidding Wars
Why waste money for large, expensive ads that have a broad and less focused approach when you can save money on tighter, smaller ads. In this manner, you can focus your keyword search even more and find good deals that will help your efforts in a tighter manner. Given today’s uncertainty, it is better to stay smaller and more focused so it conserves your funds.
Use Dedicated Landing Pages
In order to increase your efficiency in getting the most out of your ad, create a dedicated landing page instead of just using your home page. A good landing or squeeze page can be focused specifically on the PPC content in order to maximize its effects.
By creating dedicated landing pages, you may have increased your workload somewhat, but you will also reap the rewards as they are far more tuned toward getting the most from your PPC ads. The watchword for 2013 is “uncertainty” which translates to staying focused on getting the most from you targeted PPC efforts.
Think “Standard Match” over “Advanced Match”
Basically, if you bid on exactly matching the keyword, it is very likely that your PPC ad will appear above a broad match advert even if that advertiser had a higher bid. This little trick can actually save you some money and get higher rankings for your advert.
Think Local
If you are running a brick and mortar store, you can take advantage of the Yahoo Local Match option and target your advertising towards your own physical address. This means you can generate more local or walk-in business for your company.
While no one can predict all the trends for 2013, it is certain that staying lean and mean with your approach to purchasing focused keywords can help control your bottom line and create substantial profits.
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