Drawbacks of Yahoo's Search Pay-Per-Click

• Disclosure: Neither does Yahoo/Overture offer you a list of all its syndication partners nor does it offer you the option of preventing distribution of your pay-per-click ads to specific syndicate partners.
• Cost: Overture PPC has proven to be very costly for some keywords.
• There is no effective safeguard as yet, against the risk of the alienation of certain web-savvy site visitors for conducting business with pop-up/pop-under advertisers.
• Since Microsoft is building and developing its own PPC programme. It is most likely to drop Yahoo/Overture sometime in the near future; which means that the reach of Yahoo/Overture would then decrease significantly.

Tips for Succeeding with Yahoo's Pay-Per-Click Programme:

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• Bid on keywords that are less popular

  Wrongly -chosen keywords can only result in either too much traffic to your website that does not convert, or visitors to your site that are too few in number to impact your bottom line. Choosing highly targeted keywords that are a lot less popular, yet popular enough to get good traffic without having to use up your entire budget within 24 hours, is the trick. It is absolutely imperative that if you are trying hard to get visitors to act on your site, you would need to track your sales leads at the keyword level. Knowing which of your keywords did or did not perform is the key to maximizing your advertising profits.

• Create More Landing Pages

  Try your best not to direct your PPC traffic to your home page. Create more landing pages, as your home page is not usually considered- with a few exceptions- the most relevant page for your visitor's search query. The landing page that you are directing your visitors to, must be so attractively written and designed, as to ensure that your PPC traffic take action on your site and not abandon it. Your landing page, in other words, must be designed and tested, for optimal, maximum conversions.

• Write Ad-Copy that Attracts the Right Buyers

  Vaguely-worded, generic-sounding ad copy is terrible for pay-per-click. The wrong sort of wording in ad copy would be attracting the sort of traffic who would actually have no use for your company. In other words, you would have paid for wasted clicks. Using the word "free" indiscriminately is a far worse offence, since when you over-promote your offer; once again you are attracting non-buyers. The key is to write ad copy that is so descriptive, compelling and informative enough that potential customers get a clear picture of what you are selling, and are ready to buy even before landing on your website.

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