Articles in The 'yahoo' Tag

March 3 2010

Leave a Lasting Impression

by Ryan Faria

Online advertisers are forever searching to get ‘a leg up’ on the competition.  While interesting and captivating ad copy is a way to get searcher attention; there now is another way. 

Recently, Yahoo has released a new function which allows an advertiser’s favicon to appear next to display URLs within the branded ads.  Typically, a favicon is an icon or brand logo that appears within the web browser.  Having a favicon appear within the branded ad not only draws attention, but best of all, it’s completely free.  Unfortunately, as of now, favicons are only available to appear on branded ads and keywords.

Nike Favicon

In order to have your favicon displayed within your branded ads a 16X16 pixel image and simple coding needs to be placed on the backend of your homepage.  Even amidst the new partnership with MSN; this new element is only available through the Yahoo Search Marketing platform.  Leave a last impression on searchers and establish brand credibility by participating in this program.  Since this feature is new you may want to reach out to your Yahoo representative to ensure proper implementation of this element within your Yahoo Search Marketing campaign.

January 5 2010

Snag Those Post Holiday Shoppers

by Ryan Faria

With the 2009 Holiday season behind us many ecommerce businesses will see a sharp decline in their sales.  So how can ecommerce retailers still bring in revenue without feeling the pinch of the slow economy?  The answer is; incentives, incentives, incentives.

Ecommerce retailers should be especially attentive to product prices.  Even though the holiday season is over, it is still important to be competitive and aggressive.  Searchers are always looking for the best deal regardless of the time of year.

Use ad copy such as, ‘after holiday free shipping’ to entice customers to purchase.  If free shipping is not an option, perhaps charge a small fee to ship regardless of the order size.  For example, charge $1 to ship anywhere in the continental U.S.  This promotion depends greatly on the size and weight of the products you will be shipping.

Is free shipping not an option?  Try offering a free gift with purchase.  This is a great way to move old inventory.  Gift with purchases increase the customer’s perceived value of the overall purchase. You can also offer a gift certificate for a small amount for the shopper to use on their next purchase.   Not only does this give your customer an incentive to return, but also helps build loyalty to your site.

Another way to capture shoppers is to consider specials for upcoming holidays.  For example offer special deals or savings for Presidents or Valentine’s Day.

Although times are tough and the economy is still sluggish; you can still be a shinning star in your industry by thinking outside the box.  Now is your opportunity to attract new customers, as well as retain old ones.  Whatever promotion you decide to utilize, be sure that your efforts are reflected in your search engine marketing campaigns.  Remember to keep to the message cohesive between your site and your ppc ads.  With the amount of people searching on Google, Bing and Yahoo you can get your 2010 sales started off with a bang. 

November 12 2009

Just A Little Bit of Character

by Ryan Faria

For any advertiser who has participated in search engine marketing, part of the difficultly is saying what you want to say within the allotted characters.  The major search engines; Google, Yahoo and MSN (Bing) each allow 70 characters for the description lines (including punctuation and spacing).  What makes Yahoo’s situation unique from Google and MSN is that Yahoo automatically places a period at the end of the ad description; which technically allows 69 characters.  As many search engine marketers know, one character can make a big difference and as a result you will need to completely rewrite ads.

Only recently, Yahoo broke the mold of limiting the amount of characters from 70 to 71.  This one extra character makes a big difference.  In the past many advertisers have had the last letter cut off the end of the ads, which caused the ads to not make sense.  In the case of advertisers who used automated platforms to push campaigns to various search engines, many did not even know that the last letter had been removed and replaced with a period.

One character may not seem like a lot, however in the world of search engine marketing, a little goes a long way.  This may be the perfect opportunity to revamp your Yahoo ads or to start running on Yahoo, if you are not already doing so.

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