In this lesson we'll take a look at Writing and Placing Yahoo Ads - a step-by-step guide through the process of setting up pay-per-click ads using Yahoo Sponsored Search.  

Note: This lesson only offers a quick guide to Yahoo Sponsored Search; for a more in-depth walkthrough of placing a PPC ad, read our lesson on Writing and Placing Google Ads.

The Differences Between Yahoo and Google Ad Networks

The main difference between Yahoo and Google is search volume. Yahoo gets less traffic so you'll usually find that you get fewer clicks compared to Google. That said, in some markets, such as dating, the conversion rate is significantly higher than Google and the cost per click is lower.

In terms of the ads themselves and the ad set-up process, Yahoo is now very similar to Google. There are only a couple of variations:

• Yahoo's content match advertising is limited. You can't pick the sites your ads are placed on and image ads aren't available.
• Yahoo's geographic targeting is less flexible than Google's. You can only target one market per account, such as "United States and Canada" or "Japan", which can be a bit frustrating if you wish to market in several countries. You can then either choose to target that entire market or specify a region or postcode.
• You will need to credit your account before you get started if you live outside the United States.

Setting up Yahoo Pay-per-Click

To begin, visit http://searchmarketing.yahoo.com. Note that if you live outside the US, you will need to go to the Yahoo Search Marketing International page.

If you haven't got a Yahoo account already, then you will need to create one before going any further.

Once logged in, select the option to set up your own account.

Step 1: Target your customers by location

Choose the geographic area in which you would like your ad to appear.

Once you have chosen a geographic location, choose whether target the entire market or specific regions.

Step 2: Choose your keywords

Select words and phrases relevant to the products and services your business provides and receive additional keyword suggestions.

Step 3: Set your maximum bids and budget

Determine the maximum amount you are willing to pay per click, along with your target monthly budget. We recommend bidding the same or lower than what you bid in Google.

Step 4: Create your ad

Write the ad text that will be displayed when customers search for your products and services.

An ad consists of a title, description of what you offer and your URL.

For a more in-depth look at writing an effective PPC ad, read our lesson on How To Set Up a Google Adwords Campaign

Step 5: Review your ad and activate your account

Read over your ad before entering your contact and payment information.

Activate your campaign by entering your billing information and your ad will start showing up in Yahoo search!

Lesson Summary

In this lesson we looked briefly at the differences between Google AdWords and Yahoo Sponsored Search; we also looked at the steps to placing and ad, with the following steps:

• Target your customers by location
• Choose your keywords
• Set your maximum bids and budget
• Review your ad and activate your account!