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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