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seox · Joined: 22 Nov 2006 Posts: 61 Location: NY, USA

Think back to March, 2002. It seems like yesterday. Eminem and Avril Lavigne
were tearing up the charts with multiple hits. Shakira was with us “Wherever, Whenever.” 400,000 other, no less worthy, tracks were pumping away on people’s MP3 players at any given time, even though Chris Anderson had yet to write his Wired article on “The Long Tail.”

But I digress. More importantly for our purposes: Google, Inc. was still a private company. Burned by the dot-com “bubble,” many corporate decision-makers thought online advertising “didn’t work.” Then, big G released their new, pay-per-click version of Google AdWords. The earth suddenly moved for hundreds of thousands of businesses. After releasing a popular handbook on this subject, our world changed here at Page Zero. We began optimizing campaign after campaign for our growing client base.

But what else was going on it 2002? The leader in paid search at the time was called Overture -- it’s now called Yahoo Search Marketing. Despite the fact that all too many marketers have given up on their Yahoo campaigns, not too much has really changed here. It’s still hard to succeed on YSM, but it’s no less important to do so. YSM remains a solid #2.

Marketers are still, after all this time, leaving too much cash on the table because they haven’t systematically optimized their Y!SM campaigns. And I can’t get that loveable purple and Y!ellow company out of my head, as much as I’d like to sometimes.

Do you want to finally get better at YSM? To truly understand what makes YSM tick?

Our resident expert on the subject, Mona Elesseily, is about to show you.

Here’s a secret to growth and profit: it’s not “cool.” The way you get better is to pay attention to details - the right details. Too many companies are losing money on Yahoo campaigns, or neglecting to run Yahoo campaigns at all! This is shocking, because a Yahoo campaign isn’t a frill – it’s a core part of today’s search marketing arsenal.

You know we don’t produce or endorse all sorts of gizmos and gimmicks. It’s got to be useful, and special. Mona Elesseily’s Yahoo! Search Marketing Handbook is up to that standard. It’s received rave reviews from early buyers.

Simeon H. writes:

“Mona's book is easy to read and understand. It puts me in charge of the Y!SM interface, rather than feeling intimidated by it. No one should go near Y!SM without reading Mona's book.”

Christian Bullock of Amplify Interactive wrote that the Handbook has been a “valuable resource” for him in his new role as a search marketer:

“I didn’t realize just how diverse Yahoo! Search Marketing and Google’s AdWords was until I read your handbook. It has really helped me out! I can already see an improvement in performance… I really dig your highlighted ‘action items’”!

Who’s is Mona Elesseily? She’s an Internet marketing strategist who joined Page Zero in 2003, bringing a full toolkit of SEO, copywriting, usability, and paid search experience with her. Little did she know she’d also inherit the rotten job of becoming our resident Yahoo Search Marketing expert. For a couple of years, she tackled the most onerous rebuilding projects, turning losing Yahoo campaigns into winning ones, detail by painstaking detail.

I’m still not sure how we tricked Mona into writing a book while doing a full-time job. Maybe it was my inspiring speech about my book authoring experience, about never seeing your friends and family and spending summer vacation days looking out at a beautiful lake… and then, getting back to writing a chapter.

Anyway, it’s become a passion for her now. Readers are glad she put together the info, and she’s already at work on a new edition. If you buy by May 18, 2007, the 2007 edition upgrade will be available to you absolutely free when it comes out.

Because Yahoo’s “marketplace design” (the new ranking algorithm for YSM under its new Panama platform, which we recently got a chance to see close up at Yahoo HQ) won’t be enabled until approximately March 2007, the techniques outlined in this Handbook are practical to use right away. Take advantage of them throughout the holiday season and early 2007.

This Handbook offers an overall methodology that is proven to take floundering Overture campaigns and make them perform better.

resources - http://www.page-zero.com/yahoo-search-marketing/