Archive for the ‘Yahoo Search Marketing’ Category

5 Reasons Why The Google Content Network Should Make The Nice List This Year

<< by Paige Payne on December 24th, 2009

santa and list 5 Reasons Why The Google Content Network Should Make The Nice List This YearLooking back over previous years from an advertisers point of view, when you hear about the content network most likely new product positioning and branding comes to mind.  Yet historically these thoughts have most likely been more commonly associated with naughty rather than nice.   Some of the primary reasons the content network is considered naughty include:

  • Much lower click through rates than search
  • End users are viewing what ever particular site the ad appears on for other reasons than searching for what the ad is offering
  • Troubles with managing campaigns and tracking performance

However, over the last year and half Google has put forth considerable effort to enhance tools and resources to better fit advertiser needs. These improvements are giving advertisers better insight into not only how the content network works but more importantly how end users are behaving when interaction is taking place.  As a result of overall increased understanding the tables are starting to turn and the content network is beginning to look more nice than naughty for advertisers after all.

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Summing Up the SMN Webinar – Taking Over an Existing PPC Account: Best Practices

<< by Avelyn Austin on December 10th, 2009

Today Search Marketing Now hosted the webinar “Taking Over an Existing PPC Account: Best Practices”. The webinar was sponsored by Marin Software and presented by Josh Dreller of Fuor Digital. This webinar was wonderful as it was one of the first webinars I’ve watched that spoke directly to agencies!

After Dreller warned his attendees to not get stuck in the existing PPC account’s current way of thinking, he presented his “Best Tip…

read more Summing Up the SMN Webinar   Taking Over an Existing PPC Account:  Best Practices

Yahoo Looks to Mobile for Growth

<< by Amanda Sides on December 4th, 2009

Lately, all everyone can talk about is the dramatic growth of the mobile industry … Google has already tapped into that market, and now Yahoo has announced they will focus on growing mobile users to draw in more advertisers.

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Searchers Gave Up on Yahoo after Yahoo Gave Up on Them

<< by Tad Miller on December 4th, 2009

Yahoo3 600 Searchers Gave Up on Yahoo after Yahoo Gave Up on Them At the end of this July, a death certificate was signed for a company.  That company was Yahoo.  It wasn’t heralded by Yahoo as being a death certificate, in fact the powers that be in charge of Yahoo proclaimed that it was a great deal.  The deal in which Bing.com essentially takes over natural and paid search for Yahoo, gives Yahoo 88% of the revenue of the PPC clicks derived from Yahoo.com.  It allows Yahoo to essentially shed hundreds of millions in technology and development costs (along with employee salaries and benefits).

Yahoo CEO, Carol Bartz had already made in known in the press that Yahoo wasn’t really a “search company” and never had been a search company (Huh?):

Yahoo, according to Ms. Bartz, simply feeds search results for people who have grown curious while reading one of its news stories or watching a video. It doesn’t generally pop into peoples’ minds as the first place to go look for answers during the course of their day-to-day activities.

As such, Ms. Bartz said she could continue to live with the 20 percent or so share of the search market Yahoo has today, calling it “a very viable number.” “It is very profitable,” she said, “and we would be happy all day long.”

The biggest thing for Yahoo is increasing the number of pages people consume and slapping as many display ads as possible across those pages. “My fortunes are tied to my pages,” Ms. Bartz said.

It’s very well documented that Yahoo obviously is and was a search engine, and Bartz was rightfully raked over the coals for trying to spin Yahoo’s declines.  Either way, the damage was done and Danny Sullivan wrote a marvelous eulogy proclaiming:

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Pre 2010 Search Engine Optimization (SEO) Checklist

<< by Avelyn Austin on November 19th, 2009

Yesterday I wrote a “Pre 2010 Pay Per Click Advertising (PPC) Checklist“, but the truth is if you’re a search engine marketing firm you’ll also need to prep your search engine optimization (SEO) accounts for 2010 as well. So here’s a list of SEO To Dos before the New Year sets in.

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