Yahoo search marketing reminds me of a gentle giant. It takes a bit of coercing but once you have it tamed, it's great.

How do you know if you have it tamed or not? A sure sign that Yahoo search marketing is winning the battle is when you look at the first week of your search marketing campaign.

More often than not, people throw some keywords in, see great impressions / results the first days and leave the system to work it's magic. This is where they go wrong. The main factor to look for in a YSM account is to review your first week, and if you're one of the people described above, you'll probably see a surge in traffic (sometimes just impressions) the first couple days and then it will continually sink into a slum which I will properly name, the "YSM just owned you" slum. I'll show an example.

As you can see, the second day, we have the initial surge, which if it continued, could easily bring in a LOT of cash if you know what you're doing.

So how do you beat this beast? Well. The simple answer, dont be lazy. The not so simple answer... Work on getting your QS 5/5 and your CTR above average. (I shoot for 4% CTR which is really high). Use good keyword groups in your campaigns, and do not use keyword replacement unless you must and/or have a highly selective list of keywords that all work well with your ad.

If you'd like to learn more specific details, you'll need to start working in YSM yourself or contact me via email.

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