Paid Search: Mastering Yahoo's Panama

[mandy]

With Panama's launch, Yahoo Search Marketing introduced a new method for geographic targeting. Again, Elesseily walks readers through the process of setting up a tightly targeted campaign. Yahoo now offers IP targeting within a sponsored search account, and advertisers can choose by entire market (such as the U.K.) or specific regions within a market. Within the specific regions option, there are two types of targeting:

  # State/province/territory within a market.

  # City and surrounding area (CSA). This is the new equivalent to designated market area (DMA).

In the same way, the section on keyword-generation strategy is full of little gems. "Lazy advertisers get lower ROI, it's as simple as that. But don't think it's all about generating a mammoth keyword list," Elesseily states. Building out a keyword list using ingenuity and persistence based on a sound campaign and theme structure is the sage advice given here.

full article: http://www.clickz.com/3627213