14/04/2009
 PPC tips for Yahoo! marketers | |||
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Kastle Waserman, customer solutions communications manager at the company, said on the Yahoo! Search Marketing blog that businesses should remember quality scores are assigned on the basis of how the ads are written rather than how they make use of keywords.
She urged PPC marketers to use their ads to differentiate their products and services from those of their competitors and offer consumers a compelling reason to click on the ad in question.
Ms Waserman also highlighted the benefits of using Yahoo!'s keyword insertion tool to automatically input the user's search query into PPC ads.
"We recommend that you use keyword insertion with your title rather than your description. The title is the first thing that users read - and sometimes the only thing," she said.
Yahoo! PPC advertisers may receive an alert if one of their ads receives a particularly low quality index score.
Marketers can then look at these ads and follow tips from Yahoo! on how to improve them.
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