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Much of what this document deals with is creating outposts of content and connection on social media sites. But, there is one element that pulls this strategy together and that’s your primary Web hub. You can’t depend on the contacts you make in most social media activity to serve as the primary trust-building connection that ultimately leads to a sale. Your primary website or blog is the tool that ties all of your social media activity together. Your activity on social media sites or spokes functions primarily as a way to lead prospects back to the much more fully developed content. | Yàĩỉoor. MARKETING SMART START An insider s guide to managing your new search marketing account and spending wisely. Greetings New Advertiser Welcome to the world of Sponsored Search As a Yahoo employee and a search marketer myself I know firsthand the kind of success that s possible with smart management of a search marketing account. My goal with this Smart start guide is to pass that knowledge right on to you. I m passionate about helping advertisers and their businesses succeed so I want to tell you everything I can to help you get great results. The thing to keep in mind is that you play a key role in getting those results. Sound scary It s not really. Especially if you follow the tips and strategies I cover in the pages ahead. To help you even more I ve answered some of the recurring questions we receive from other new Sponsored Search users here at Yahoo . I encourage you to read on manage well and spend smart And remember we re always here to help you. Good Luck stưrvcnr oodse ns Yahoo Search Marketing Specialist Contents o Getting to know your new account Find your way to the stuff you care about most. 6 o Building a foundation with strong keywords Go wide with a range of specific and general words and phrases. 18 o Organizing ad groups for success Take care arranging your keywords and ads and you could achieve better results. 22 o Writing effective ads Use ad testing to find the message that clicks with customers. 28 o Making sure your ads are high quality Write better ads and you could receive higher ranking for a lower bid. 36 o Matching your keywords to your customers searches Let traffic to your site flow or limit your matches to keywords that convert better. 40 Determining effective bids Too high Too low Learn to find the sweet spot with bids that are just right. 46 o Targeting your ads geographically Reach the right audience in the right region with the right ad. 54 o Advertising on content sites Take your ads beyond search results with Content .
