x
Find out how Path Interactive can deliver a customized approach to growing your business.
Please tell us about yourself and we'll contact you shortly.

Yahoo!’s Search Marketing Desktop: The 2 Ways Its Keyword Tool Stands Alone

Ari Berdy March 9, 2010 Category Paid Search (PPC)

Yahoo!’s Search Marketing Desktop, formally released, speeds up your paid search efforts…and offers an uncommon take on a common feature.

Yahoo Search Marketing Desktop

From what I saw, Yahoo!’s editor offers most of what you’d normally need for developing and optimizing paid search campaigns, including bulk editing of campaigns, ad groups, ads and keywords, statistics and a keyword research tool. I didn’t notice a way to add negative keywords or edit geo-targeting, though these aren’t deal-breakers.

Yahoo!’s editor is quite useful by itself, to any paid search marketer, simply due to its bulk editing feature. That said, its most interesting feature is its keyword research tool.

Yahoo Keyword Research Tool

First, with most keyword research tools, you enter root keywords, and it spits back related ones. Yahoo!’s tool, on the other hand, presents you with a series of “test” keywords, which you then vote on—relevant or not?—and ultimately displays a list of relevant terms, refined based on your feedback. This seems to work well, and Yahoo! gets points here for a clever approach to an old problem. (Think Amazon’s option to train its recommendation engine.)

Yahoo Keywords in Canonical Form

Second, its recommended keywords come as they might commonly be searched, e.g., “order floral arrangement,” as well as, many times, an alternate version of the same, e.g., “arrangement floral order.” (Its interface calls this Canonical Form.) Other keyword research tools provide alternate keyword forms, but Yahoo!’s actually pairs the common keyword with the alternate, which could make your review easier.

All in all, Yahoo!’s Search Marketing Desktop is a welcome addition to the paid search marketer’s arsenal. Now let’s see what happens to it when the Bing-Yahoo! marriage is complete…

Most Recent

Path Interactive to Host SUNY Albany Students for Danes in NYC Program

By Sara Molnick, PathInteractive | January 9, 2017

Path Interactive is excited to be hosting undergraduate students from The University at Albany for the “Danes in NYC” event […]

Read More

App Store Optimization Tips for SEOs (and Other Digital Marketers)

By Romain Damery, PathInteractive | December 5, 2016

Do you know how to make sure that fantastic app is actually seen? So, you or a client has created […]

Read More

Ad Age Names Path Interactive as #3 Best Place to Work in 2016

By Sarah Fonseca Dryden, PathInteractive | December 2, 2016

Many thanks to all our team members for making Path Interactive Ad Age’s #3 Best Place to Work this year. […]

Read More