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Yahoo! 'Assists' Their Advertisers On PPC Bidding

For those who have explored Yahoo's latest web analytics options, you have most likely come across the 'Assists' report and wondered what the heck it is. Even more so, you may have asked yourself, "How am I supposed to use it?" First let me break down what Assists are. Assists are simply keywords that played a part in assisting other keywords in getting a conversion. Huh? Ok , here's an example: Let's say I'm a visitor looking to purchase a computer. I go to Yahoo.com and run a search using the term "computer" . I decide on clicking the Sony sponsored search ad for computers. I dig around on the SonyStyle.com web site but end up not purchasing anything. I then come back 14 days later and use the search term "Laptop" on Yahoo.com. But this time I decide to click on a different Sony sponsored search ad....for laptops. I reach the same SonyStyle.com site and I finally decide to make a puchase (conversion). The results in Yahoo.... The ...

Hey retailers, it's time to step up your coupon game!

Hate to be the bearer of bad news retailers but I can't find your coupons online. I've run countless coupon related searches (on all of the major search engines) for some of your largest brands such as Staples, Target, McDonalds, Home Depot, and CVS to name a few. To be quite honest, it's a lousy consumer experience. All I see are countless affiliate sites that claim to offer me coupons from the retailer but RARELY deliver. Sites like Techbargains.com serve up links which you think will provide you with a coupon but all they do is redirect you to the retailer's home page. I invite you to try it. Click on one of the green 'Activate Coupon' buttons to access the particular coupon: http://www.techbargains.com/staplescoupons.cfm . It tells you to 'Please wait while we activate your deal' as it downloads who knows what to your system. Just when you get excited about being presented with a coupon that you can print out and take into the ret...

Why ComScore Paid Click Reports Aren't Valuable For Advertisers

Every month there is a comparison report released by ComScore that discusses the paid click search engine battle between Google and Yahoo!. For example, you may have recently read a headline titled, "Google moves further ahead of Yahoo in paid ad clicks". The press simply eats these reports up because they enjoy writing about the big battle between Yahoo! and Google. But if they ever took the time to break the data down and really analyze it, they may be surprised to see that while more clicks mean more money for Google, it also may mean a higher CPA (Cost Per Acquisition) for their advertisers. So are these reports really valuable to advertisers? Should advertisers think that just because Google drives more paid clicks that they should only use Google (because a lot of advertisers do think this way)? Since those writers don't have the time to sit down and actually analyze the real data, I decided I'd do it for them and help answer these questions. So here it goes (No...

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