Yahoo! is also a portal that contains many different services, such as instant messaging, e-mail, maps,
and much more (Google is structured in a similar manner). Being a portal means that Yahoo! has
many loyal users who are likely to see your ads once you begin a PPC campaign with Yahoo! Search
Marketing.
When you sign up with Yahoo! Search Marketing, you have two options for the type of account you’d
like to have. These options are different from Google, because you can have a free PPC plan that you
use, create, and maintain on your own, or you can choose to have a Yahoo! specialist help you create
your campaign. If you decide to use a Yahoo! specialist, there’s a one-time $199 set-up fee.
As with Google, there’s no reason you should pay to begin your PPC advertising with Yahoo! Search
Marketing. You can begin with the basic, free PPC service, and if you find that your ads don’t perform
well or that you need help managing your campaigns, you can always upgrade to the paid
service. You even have the option of creating your first ad, but not providing billing information to
activate the ad. As with Google, the ad won’t begin showing in search results until you have activated
it with billing information.
After you complete the sign-up process and log in to your account, the set-up is similar to AdWords.
The tabs are a little different, but it all works about the same. The tabs that you have available in
Yahoo! are the dashboard tab, a campaigns tab, a reports tab, and an administration tab. In addition,
there are links on the pages that will take you to additional features and capabilities.
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