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Yahoo Pay Per Click Advertising & Search Engine Marketing for Small Business SEM

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 Yahoo Small Business Logo This site is part of Yahoo's Small Business operation. The service provides keyword-based 'pay per click' advertising, in a similar way to Google Adwords, so that you only pay when the advertising is effective. A big incentive to use the service is the fact that, according to comScore statistics for January 2009, 53 million people use Yahoo every day and there are 28 billion searches each month. In addition, the adverts are also featured on other partner sites such as AltaVista and InfoSpace. This gives you a big target audience for your adverts.

The way it works is that, when you sign up for the service, you create an advert that comprises text to promote your business, some keywords that identify your products or services (a keyword selection tool is available to help you) and the URL of your website. You also decide how much you want to pay every time the advert is clicked and the maximum amount you want to spend each day. The cost per click will determine how high your advert appears in the search results while the daily spend budget may limit the number of clicks allowed each day.

If a user searches for a keyword that appears in your advert, the advert will appear in the search results. Clicking on the advert will take them to your website and result in a charge being made for the specified amount. The targeted nature of the advert means that users who do this are usually interested in what you are selling.

Each new account requires a non-refundable deposit for the first batch of charges. However, this is more than covered by a $50 credit to new accounts. Although this is marked as a time-limited offer, it is apparently set to run until the end of 2020.

You can get an idea of likely clicks by entering your keyword and the maximum daily spend. It's also possible to limit your costs by restricting the advert to selected countries or time zones. Providing you are planning to spend at least a set monthly amount, you can take advantage of the Assisted Setup Program. In this case, Yahoo specialists will choose your keywords, write your advert and recommend the cost of each click.

The service started in 1998 as an Idealab spin-off known as Goto.com. In 2001, it was renamed Overture Services Inc. and was bought by Yahoo for $1.63 billion in 2003, with the old brand name being eventually phased out. That hasn't stopped the brand showing up in nearly every search log we've seen but the old www.overture.com redirects you to the new Yahoo PPC search marketing website.

On the subject of web addresses, Yahoo sponsored search advertising has chosen a rather difficult one for those who like to type directly in to the browser bar. The site is at sem.smallbusiness.yahoo.com/searchenginemarketing but you can see all Yahoo Small Business and SEM products by going to smallbusiness.yahoo.com or business.yahoo.com displaying their hosting, pay per click, merchant solutions and hotjobs services. www.yahoosmallbusiness.com and other variants don't work so, coupled with the lengthy correct way back, bookmarking the section you want to come back to is highly advised.

A major upgrade to the service was announced in October 2009. New features include a desktop tool to manage campaigns, integrated rich adverts and network bidding to set separate rates on different distribution channels. Adverts are also being made available on smart phones such as the iPhone.

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