雅虎搜索联盟广告投放指南.ppt

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1、adCenterBasics,Tools&OptimizationBestPracticesThursday,8/11/11adCenterBasics,Tools&OptimizationBestPracticesThursday,8/11/11Yahoo!&BingMarketplaceBasics&BestPractices12AgendaTools3Yahoo!&Bing1UnifiedMarketplacePerformanceMetricsAPowerfulMarketplace31.3%S

2、earchShare163MUniqueSearchers6billionMonthlysearches4.7billionvisitspermonthintheU.S.Yahoo!ishometo11#1propertiesintheU.S.178millionuniquevisitorsintheU.S.3rdmostvisitedsiteintheU.S.35%NotusingGoogleMarketPerformanceUpdatesWe’reseeingcontinuedstabil

3、izationofthemarketplace,demonstratedbyimprovedROI.Basics&BestPractices2VolumePerformanceBudgetStrategicInsights:VolumeKeywordsExpandingyourkeywordsetisintegraltomaintainingandimprovingyourcampaign’sperformanceinadCenter.Addingnewkeywordsusingthefollowing

4、tacticsarebestpractices:CheckwithyourAMtoidentifynewkeywordopportunitiesBroadMatchWhenusingbroadmatch,youradappears ifasearchquery:ContainsallwordsinyourkeywordinadifferentorderWordsareinthesameorderbuthavetermsinbetweenthemIncludewordsthatarecloselyrela

5、tedtoyourkeywords.YouraccountrepresentativecanhelpyouidentifyinstanceswhereyouarenotbiddingonBroadThebenefitsofthismatchtypeinclude:AdServingadCenter’srelevanceandqualitymechanismsfocuson:CTRThreshold:MustmeetcertainCTRrequirementstoshowMinBid:$0.05toent

6、ersystem,butistypicallyhighertoshowLandingPageRelevance:adCentercrawlsLP’stodeterminerelevanceBestPractice:MonitorQualityScoreperformanceandcorrectlow-performingcomponentsIncreaseminimumbids(particularlyforlowervolumeterms)toensureparticipationEnsurethat

7、landingpageisdirectlyrelevanttotheuserqueryandkeywordKeywordLandingPagesUsingthemostrelevantlandingpagewillhelpdriveperformance,andimproveQualityScoresGeneralLandingPageKeyword:NikeRedShoesBetterLandingPageKeyword:NikeRedShoesBiddingIt’simportanttoreme

8、mberthat:DefaultbidsaresetattheadgrouplevelKeywordlevelbidsaresetatthematchtypelevelTheminbidis$.05,buttypicallyrequiresmoretoshowNegativeKeywordsNegativeKeywordsinadCenter:HelpsyouoptimizeBroad&PhraseMatchtrafficWorksdiff