Bing/Yahoo! Search Marketing Specifics - dummies

Bing/Yahoo! Search Marketing Specifics

By Jan Zimmerman

If you decide to use Bing/Yahoo!, you might want to take advantage of several of the alternatives or complements to standard pay per click (PPC) that are described in this list:

  • Bing Business Portal replaces the Bing Local Listing Service. Bing Business Portal is free, so this choice is another no-brainer.

  • Bing Shopping Search an excellent outlet for retailers.

  • Yahoo! Directory still offers paid inclusion for directory placement, which is separate from Yahoo! search results. Yahoo! fans still like this yellow-pages-style directory. For $299 per year, Yahoo! quickly reviews and posts corporate sites.

  • Yahoo! Local is an option for Yahoo! e-mail account holders, whether or not they advertise. It’s especially valuable for companies seeking to drive traffic to a bricks-and-mortar store or an event. Yahoo! offers two different tiers for local advertising: basic (free) or enhanced ($9.95 per month). Do it!

  • Yahoo! Sponsored Listings offer paid appearance at the top of a specific search results page..

  • Yahoo! Travel Submit is a fixed-rate CPC program rather than a bid program. It generally yields a higher conversion rate than regular PPC ads do. Travel-related clicks run 20 to 57 cents per click based on category.