Yahoo, formerly known as Overture, has been among the search engines that have survived the longest. Although Google is continuously gaining top rank in search engines, yet a large majority of people still use Yahoo search. The primary Yahoo search engine portal offers a host of different services that engage visitors. Yahoo has not only established its repute as a trustworthy search engine but as an information junction, news portal, marketplace and an entertainment hub as well.
Yahoo allows you to advertise your business through paid ad spaces in its search results and content network. Yahoo search marketing is the brand name for PPC services on Yahoo. You have to pay for any clicks by searchers on Yahoo search engine and its content network. The content network of Yahoo search marketing includes search engines, partner websites, messenger service and search partners.
In a logical sense, the idea of displaying your advertisement on all those places is really good but the real situation is different from the perceived idea. The inclusion of 3rd party websites quickly elevates your spending. You can run out of funds sooner than you expected. You may think that you can exclude content network from the list and limit your budget but sadly, Yahoo Search Marketing has a drawback. Even if you disable content network, your ads will still be displayed on 3rd party websites and other content network partners.
Although Yahoo has taken steps to address this issue but they have not yet been able to accomplish this and hence Yahoo Search Marketing becomes more expensive in terms of ROI. Another issue with the Yahoo search marketing content network is that many people misuse content network with false clicks for their personal gains which lowers CTR and campaign effectiveness considerably. You can use Yahoo search marketing to advertise your business but bear in mind that you will be losing some of your budget on unwanted clicks through content network as well.
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