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Campaigns:
You can create up to 20 campaigns. You should create a separate campaign if you want to geo-target to a specific area, if you want to separate your budget, or if you have a seasonal/limited-time-only promotion or sale that you want to track and promote. Even if you don't immediately plan to do these things, it's still a best practice to separate your account into campaigns. |
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For example, let's say you are a jeweler and you want to separate the budgets for your silver sales from your gold sales. You also want to geo-target your jewelry campaigns to the west coast separately from the east coast to create more relevant ads. To achieve this, you would create four separate campaigns. You might name them "west coast silver jewelry", "east coast silver jewelry", "west coast gold jewelry" and "east coast gold jewelry". You could specify a budget for each.
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Content Match® and Sponsored Search:
Content Match allows your ads to be displayed on contextual partner sites based on the content of your ads (among other factors). Sponsored Search allows your ads to be displayed in response to searches on your keyword. |
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Geo-targeting:
When geo-targeting, you can select a DMA®/City/Surrounding area or one or more States or Provinces/Territories. By selecting DMA®, you can target to a specific Designated Marketing Area, which are determined by Nielsen Media Research and are sometimes larger than cities. They can also overlap state borders. |
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Geo-targeting:
If you want to geo-target to a specific city and the DMA® option is still too broad for your desired area, you may want to geo-modify your keyword. To geo-modify your keywords, add the name of the city that you want to target to your keyword phrase (e.g., Burbank Jeweler). |
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Geo-targeting:
Geo-targeting works by attempting to match you to the search location of users or their geo-modified search terms. Yahoo! determines this by looking at the search term, the IP address of the searcher, and/or information the searcher has provided to Yahoo! to understand his or her location. |
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Ad Groups:
It’s important that the ads and keywords within your ad groups are related. This factor (among others) can directly influence your quality index score. To have a high quality index score, you need to group relevant ads and keywords in each ad group. |
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For example, if you have a campaign devoted to electronics, it would make sense to devote each ad group to a specific type of electronic that you sell (e.g., an ad group for DVD players, an ad group for cameras, etc.).
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Match Types:
Standard match type ads are displayed for exact matches to your keywords, as well as variations in case (that is, differences in upper- and lowercase letters), singular and plural forms of the keywords, common misspellings of the keywords, and topics relevant to the keywords, ad titles, and ad descriptions. Advanced match type ads are displayed for a broader range of searches related to your keywords, titles, descriptions, and/or web content. Your first campaign was defaulted into Advanced match. |
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Excluded Words:
If you are using the Advanced match type as your distribution tactic, consider using excluded words at either the ad group level (on the Choose Keywords page) or at the account level (under the Administration tab). |
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For example, if you are selling gold rings and you’ve selected the Advanced match type, you’ll want to add excluded words to help ensure that you are getting relevant traffic. For instance, you might exclude “Lord of the” to eliminate traffic from searchers looking for “Lord of the Rings”.
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Bidding and Daily Spending Limit:
You can specify and manage bids at both the ad group level and the keyword levels. You can specify your daily spending limit at both the account (Account Daily Spending Limit) and campaign (Campaign Daily Spending Limit) levels. Be careful to balance your bids and your daily spending limit wisely. |
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For example, if you set your keyword bid at $.75 per day and your Account Daily Spending Limit is set at $1.00 per day, you may receive very few clicks per day.
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Competitor Ads:
You can get ideas for your ads by viewing other ads displayed in response to searches on your keywords. To view those ads, click the keyword in the center of the Create Your Ad screen. A pop-up window will appear to show you what is currently showing in search results for that keyword. You can scroll through the keywords by using the buttons at the bottom of the pop-up window. |
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Keyword Insertion:
Make sure your ad title and description is relevant for all of the keywords in your ad group. One way to do this is to use the Insert Keyword feature. This feature automatically inserts each keyword into the title or description when it is displayed in response to a user query. On the Create Your Ad screen, you will see this option appear to the bottom right of the title or description field once you start to type in the field. |
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For example, if your ad group is focused on selling different types of rings, you could use keyword insertion in your ad title to insert any of the keywords (i.e., silver rings, gold rings, promise rings, etc.) in your ad.
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Default Text:
When using keyword insertion, you’ll be prompted for default text. This text will appear if the keyword is too long to fit in the ad title (40 character limit) or description (70 character limit). |
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For example, let’s say that you make your default text “Rings”. Your ad title reads, “Handcrafted {KEYWORD:Rings} made just for you”. If a user searches on “sterling silver promise rings”, your ad will still come up in search results. But since that keyword will make your ad title too long to display, the user will see “Handcrafted Rings made just for you”.
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Alternate Text:
You can edit alternate text at the keyword level. If you use keyword insertion and your default text is “rings”, you may want to change that default text for certain keywords in the ad group. |
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For example, if the user searches for “sterling silver promise rings” and your ad that reads “Find a rings made just for you” appears, you’re going to want to change the default text for that keyword so it will read “Find a ring made just for you”. You can do this by clicking the keyword on the Campaigns tab. Scroll down to check the Alternate Text checkbox for that keyword. This is where you can enter “ring” so that the ad will appear correctly.
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Ad Testing:
Ad testing is automatically enabled once you create more than one ad in an ad group. Ad testing will test your ads against one another and, through our ad optimization feature, use the one with the best click-through-rate (or other metric you specify) more often. Using ad testing is a best practice, because it can help you refine your marketing message. |
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Display URL vs Destination URL:
Your display URL is the URL that will be displayed at the bottom of your ad. Your destination URL is the URL of the web page that will be displayed when your ad is clicked. You may want to use a shorter display URL if your destination URL is long or confusing. |