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

Avatar Path Interactive 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…

Contact Us Now!

  • This field is for validation purposes and should be left unchanged.

Most Recent

External Links and SEO: Vetting Your Sources in the Age of E-A-T

By Alec Cole, Path Interactive May 21, 2020

Just about every modern SEO knows and understands the importance of inbound links. Links have always been […]

Read More

Watch SEO Director, Lily Ray, Speak at the 2020 SEJ eSummit

By Melissa Hernandez, Path Interactive May 20, 2020

One of the largest SEO and digital marketing conferences is right around the corner—with over 5,000 people […]

Read More

550 Winners and Losers of Google’s May 2020 Core Algorithm Update

By Lily Ray, Path Interactive May 8, 2020

Updated: May 13, 2020 Jump to: Impacted Categories | Winners by % Increase | Winners by Total […]

Read More