Learn about:

Account Structure

Bidding and Ad Ranking

Ad Testing

Audience Targeting

Keyword Features

Traffic Quality

Tracking and Measuring

Related Resources

Account Structure

Your Yahoo! Search Marketing account contains many features and tools that can help you reach your online marketing goals. The dynamic structure of your account provides flexibility as you manage your account. The basic components of your search marketing account include:

• Campaigns – A campaign is made up of one or more ad groups that share the same budget, schedule and geo-targeting criteria. Typically, campaigns are created to achieve a marketing goal (for example, a summer clearance campaign, a new product launch campaign, or a campaign that targets customers in a specific geographic location). You can create multiple campaigns in your account.
• Ad Groups – An ad group is a set of related keywords and accompanying ads within a campaign. Bids can be applied to all the keywords in an ad group, or custom bids may be set for individual keywords. You can create multiple ad groups within a campaign.
• Keywords – A keyword is a word or phrase that users enter into a search engine to find information, products or services online. Advertisers select and bid on keywords that are relevant to their products or services. When potential customers are looking for information related to your keywords, your ads may be displayed.
• Ads – An ad is the marketing message displayed to prospective customers. Each ad contains a title, a description and a URL.

The following is an example of how an account might be organized, with a campaign and one ad group containing four keywords and two ads:

This account might draw a prospective customer to your site in this way:

A user searches on Yahoo! Search with the term, “notebook computers.” Depending on your use of additional keyword features designed to tailor your ads to user search terms, your ad may display as follows:

The user clicks on your ad and is taken to your site to view your offerings, compare your prices to other sites, or possibly make a purchase.

Next: What Account Features Are Available to Help Me Market My Business? – Bidding and Ad Ranking