I am not trying to beat a dead horse, but I just happen to think that many people do not recognize and/or understand the value of Yahoo Paid Inclusion (YPI). There is no denying that Google is the leader, holding (by far) the largest market share, but does that mean that YPI should be forgotten? It can be a very valid source of driving qualified traffic to a website.
For those of you who are well versed in YPI, this blog post might be a tad redundant. Please forgive me in advance, as I feel the need to remind every online marketer just how fruitful YPI can be!
Just the facts:
YPI results appear in the organic section of Yahoo.
YPI is fundamentally a hybrid of SEO and SEM, which is unlike any other channel that exists today.
There is no way to bid more (or less) aggressively in YPI to gain better rankings, as all results are dependent upon the relevancy of your website; the more SEO friendly your website, the better opportunity you have to get ranked higher.
Although, the platform for YPI is Cost per Click (CPC), the pricing is category based, rather than keyword based.
YPI is stricter with their guidelines. In order to maintain the integrity of the program, all websites must first get accepted into the program. Not every website is a candidate for YPI; if your site is utilizing black hat tactics (link spamming, hidden text) or has other issues like duplicate content, you will more than likely get rejected.
Don’t forget about Yahoo Paid Inclusion! It should be taken into consideration as a viable method to bring qualified visitors to your website.
In the world of search engine marketing, the phrase “one size does not fit all” definitely applies. Some companies tend to try to mimic other companies, when everyone’s search engine cpc marketing strategy ought to be tailored for their particular business. Let’s start with keywords.
When compiling keywords every company shouldn’t use the same type of keywords. Some companies can use one word keywords and set them on “broad match” because their product(s) and or service(s) are so niche. For example: When is the last time you looked up the word “biosimulation;” probably never. On the flip side a child adoption agency would want to use a keyword phrase such as “Chinese child adoption” instead of the word “adoption.” They would use a specific keyword phrase, otherwise people looking to adopt a street, a dog, or even a tree may click on their paid ad causing unwanted, non-converting clicks to their business. Next is cpc bid strategy..
Cpc bid strategy also known as cost per click won’t be the same for every company. Companies need to realize that the online competition in every industry is different. In the marketing industry the keyword phrase “internet marketing” would cost between a $6 and $7 cpc for positions 1-3 in some search engines. Whereas a keyword phrase, such as “apartment sofa” would be estimated to cost a $1 cpc for positions 1-3.
Remember just like “one size does not fit all” one keyword type or one cpc model doesn’t fit all businesses either.