SEO: Search Engine Optimization Bible

Even though you can’t customize Yahoo!’s reports, there’s a good selection of reports available to

you. The main report on the Reports tab is a summary. It’s another of those at-a-glance reports that

provides the most commonly accessed basic metrics. In addition to the summary report, there are

also eight other reports:

 Ad Performance

 Daily Performance

 Keyword Performance

 Performance by Geographical Location

 Daily Spend Performance

 URL Performance

 Monthly Financial Reports

 Billing Transaction Detail

Administration

The last tab, Administration, is where you’ll handle all of the “housekeeping” issues associated with

your Yahoo! Search Marketing campaign. When this page opens, you’re taken to an administrative

summary that details information about several different aspects of your Yahoo! Search Marketing

account. The information available to you includes:

 Account General Information

 Account Daily Spending Limits

 User Administration

 Billing and Payment Information

 Tactic Settings

User Administration is where you’ll handle adding users from other accounts to your account, delet-

ing users from your account, and creating new user accounts. You’ll also have access to the Master

Account Userprofile, which allows you to change passwords and assign the level of administration

that master users and account users can have.

The Tactic Settings area has another set of useful capabilities. Tactic Settings are those that guide

how your PPC ad is distributed. With Yahoo! Search Marketing you have the option of allowing

sponsored searches, different types of content matching, and excluded words. These settings help

you to further target your PPC campaign for the best results possible.

There are some differences in the capabilities between Google and Yahoo! but those differences

should be easy to get used to once you begin using either of the programs. Both are designed in a way

that makes it easy to quickly orient yourself and begin using the programs. One advantage of Yahoo!

over Google, however, is that Yahoo!’s help files are less circular and much easier to understand. A

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