Search Marketing Sage

If any of you follow my posts, you are well aware of my frustrations that come with the Yahoo Marketing Solutions interface. I always think they should take notes from Google, or even their users, and more regularly perform updates to the interface to make search marketers’ lives much easier. Yahoo has listened to our frustrations and finally launched a desktop application.   Just introduced this week, the Yahoo Search Marketing Desktop application will save you some time and frustration… at least until the YaBing collaboration happens…

Benefits of utilizing Yahoo Search Marketing Desktop…

A desktop application means faster execution of campaign management activities, so you spend more time on the strategic aspects of your business, not the tactical details. – Yahoo FAQs

Make edits faster. If you have a Yahoo Marketing Solutions account, you know how much more difficult it is to make edits (even small ones) than in AdWords. I’m talking about AdWords, not even Editor. I’m excited about the desktop cutting my editing time down dramatically.

Whether you are starting a campaign from scratch, or just taking a different approach to your account and making some edits, keyword destination URLs should be on your list of things to consider. Keyword destination URLs are the specific URLs you can enter that can help your AdWords efforts become even more customized to the searcher’s needs. If a query is a specific product or product number, you can land them directly on the corresponding product page, making the landing page as relevant as possible. Another reason you would use keyword destination URLs would be if you have created a custom landing page for the ad group, and would like to see dynamic headlines on the page. With some additional coding within the URL, you can match the headline to the searcher’s exact query, once again, increasing relevance.

Google AdWords. In Google AdWords, you can either filter down to the exact keyword you’d like to edit, or you can use the new spreadsheet edit feature if you have many keyword destination URLs to add/edit. To edit within the interface itself, simply check the box next to the keyword and select edit. There you’ll find the box to enter a destination URL. Another way to edit them is in AdWords Editor, the desktop application. You can easily track your changes, revert edits back to their original state, and quickly upload the changes to the online interface.