The last tab on the AdWords page is the Print Ads tab. This is a newer feature of AdWords that allows
you to create your own print-newspaper ad, decide in what newspapers you’d like to have it appear,
and in which sections your ad should be shown. Once you’ve selected these options and created your
ad, you can bid for placement, just as you would bid for keyword placement.
Although the Print Ads feature of AdWords has little to do with your PPC campaigns, it is an interest-
ing way in which you can increase the effectiveness of your advertising without necessarily increasing
your total advertising budget. And if the print ads are bringing traffic to your web site, you still need
to maintain your SEO efforts, including PPC advertising.
Yahoo! Search Marketing
Another type of search engine is the directory search engine. Directories don’t display search results
based on keywords; instead they display results by category and subcategory. Web sites are usually
categorized by the site, not by pages on the site. What this means is that your overall listing in direc-
tory search results will depend largely on either paid placement or on correctly categorizing your site
as tightly as possible.
Yahoo! Search Marketing is a PPC program that’s similar to AdWords, but there’s one big differ-
ence. Yahoo! is a very commercial search engine, which means that many of the search results are
paid placement ads or are web sites that have been added by the web-site owner. Editors usually
review and approve submitted listings before they are shown in search results.
Yahoo! is also a portal that contains many different services, such as instant messaging, e-mail, maps,
and much more (Google is structured in a similar manner). Being a portal means that Yahoo! has
many loyal users who are likely to see your ads once you begin a PPC campaign with Yahoo! Search
When you sign up with Yahoo! Search Marketing, you have two options for the type of account you’d
like to have. These options are different from Google, because you can have a free PPC plan that you
use, create, and maintain on your own, or you can choose to have a Yahoo! specialist help you create
your campaign. If you decide to use a Yahoo! specialist, there’s a one-time $199 set-up fee.
As with Google, there’s no reason you should pay to begin your PPC advertising with Yahoo! Search
Marketing. You can begin with the basic, free PPC service, and if you find that your ads don’t per-
form well or that you need help managing your campaigns, you can always upgrade to the paid
service. You even have the option of creating your first ad, but not providing billing information to
activate the ad. As with Google, the ad won’t begin showing in search results until you have acti-
vated it with billing information.
After you complete the sign-up process and log in to your account, the set-up is similar to AdWords.
The tabs are a little different, but it all works about the same. The tabs that you have available in
Yahoo! are the dashboard tab, a campaigns tab, a reports tab, and an administration tab. In addition,
there are links on the pages that will take you to additional features and capabilities.
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