Who's Who in Search Engine Marketing
Other Search Engines
Overture Products, which was acquired by Yahoo! in 2003 for $1.8 billion, is now Yahoo! Search Marketing Products, Yahoo!'s pay per click online advertising option. Advertisers who utilize this PPC program may benefit from listings in the second largest search engine if they are able to afford this service. They will not, however, generate the traffic of a top organic listing through organic search engine optimization by a professional custom website design company like Dynamic Digital Advertising (DDA).
Products and Services
Yahoo! Search Marketing Products include a variety of PPC advertising
services. Sponsored Search Products are listings under the sponsored
sites section on the results page. Local Advertising can help local
business target consumers in their neighborhood. Search Submit allows
an advertiser's site to appear in algorithmic listings instead of the
sponsored listings. Product Submit allows an advertiser's to submit
their product into Yahoo! Shopping's index. With Travel Submit, advertisers
can offer deals and promotions through vertical search engine Yahoo!
Travel. Lastly, with Directory Submit an advertiser can include their
business in the Yahoo! Directory.
Problems with Overture
Research shows 62% of search engine users click on results on the first
page and 36% believe that the results listed at the top are the best
site for the keyword they've been searching1. Knowing the search patterns
of search engine users makes competition for Sponsored Search sites
on Yahoo! very expensive, with monthly budgets exceeding $10,0002. Another
study also shows that search engine users are four times more likely
to click on organic listings than sponsored listings3, so you could
pay a large amount in acquisition fees but never really profit from
it. The system is not infallible either. In June 2006, three separate
Yahoo Search Marketing bots, responsible for visiting publisher pages
to provide targeted ads, went haywire and visited a single blog site
83,000 times in one day4.
1 The iProspect Search Engine User Behavior Study
2 Yahoo! Search Products
3 Oneupweb Study
4 Jensense June 24, 2006