The Truth About Search Engines
The Truth About Search Engines
Search Engine Logic For Search Results
Search Engine Logic For Search Results
The Cost of Sponsor Links
The Cost of Sponsor Links
As of Jan.2004, you
As of Jan.2004, you
As of Jan.2004, you
As of Jan.2004, you
pay over 
pay over 
$2.50/click
$2.50/click
 for
 for
pay over 
pay over 
$3.50/click
$3.50/click
 for
 for
estate planning
estate planning
probate
probate
at Yahoo.
at Yahoo.
at Yahoo.
at Yahoo.
Over 12,402 searches
Over 12,402 searches
Over 13,175 searches
Over 13,175 searches
at Yahoo for 
at Yahoo for 
estate
estate
at Yahoo for 
at Yahoo for 
probate
probate
planning
planning
 last month
 last month
last month
last month
Sponsor Link Costs
Sponsor Link Costs
Sponsor Link Costs
Sponsor Link Costs
Over $31,000
Over $31,000
Over $46,000
Over $46,000
As of Jan.2004, you pay over $2.50 PER CLICK for  estate planning  at Yahoo. According to them, they received over 12,402 searches
for  estate planning  last month (Dec.2003), which would cost you $31,000 as a sponsor link if you received ALL those clicks.
It costs even MORE for the keyword  probate    $3.50/click x 13,175 clicks last month = $46,000.
PROBLEM #1
Let's say you lucked out, and got all 13,175 clicks for those people who searched for  probate   how do you know if any of those clicks
turned into  new business?  How do you know if your  $46,000 was well  spent?  The only  true way to  do  this  is ask EVERY person  you
speak with on the phone or in the office if they found your site through yahoo by searching for  probate.  I'm sure you can see how that
kind of intensive tracking can fall through the cracks, ESPECIALLY if you have more than one keyword at yahoo and need to track both
 probate  AND  estate planning. 
PROBLEM #2
Someone can OUTBID you and pay $3.51/click over your $3.50/click and you get NO traffic. It gets worse. If the page only supports 5
sponsor  links,  and  5  people  outbid  your  $3.50/click,  you  don't  even  show  up  on  the  page  at  all!  This  means  that  you  now  have  to
MONITOR the Yahoo bidding system for each and every keyword you want sponsor. As if you didn't have enough to do already.
PROBLEM #3
The bidding environment is designed to make Yahoo money, and will likely only go UP in cost per click (as people continue  to outbid
one another). In the end, you can't count on your keywords always costing a certain amount per click.
  1993 2004 by Schumacher Publishing, Inc.
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