Essentials of PPC Keyword Match Types for Campaign Success

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In a recent Strategic Search Engine Marketing course that I teach at UMSL , it became quite evident to me how extremely important the usage of proper keyword match types really is within a PPC campaign. As a matter of fact, probably one of the most imperative elements of a PPC account. Using the incorrect keyword match type can invoke irrelevant traffic, exhaust budgets, fail ROI, and create unnecessary frustrations. This is something that both new and experienced PPC marketers can easily overlook.  (more…)

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Moving Search Forward: Are Microsoft & Yahoo Parting Ways?

On April 16, 2015 Yahoo published an announcement advising its users of an amendment to the existing search partnership between Microsoft and Yahoo companies. According to the announcement, the amended partnership will focus on strengthening the overall user experience, create additional value for advertisers, and establish stability for its partners. Yahoo was stern in stating that the relationship between the two companies have dramatically grown over the past five years. Therefore, it was necessary to focus on its evolution and agility. (more…)

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Unlocking Hidden SEM Potential in Yahoo! Gemini

For the last 1.5 years, Yahoo has been secretly working a project labeled Yahoo! Gemini. Perhaps a hidden gem in prepping for its official arrival. Since the Bing/Yahoo Search Alliance Deal that formed back in 2010, Yahoo gave up its position in the paid media space. Instead it gave in to its rival Bing and ended up being refueled by its algorithm for the last few years. Many saw this move as a cap on Yahoo’s potential to innovate in the PPC arena. However, over the last year and a half, Yahoo seems to have been turning the wheels on this new secret project. (more…)

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