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Yahoo Search Marketing Pay Per Click Advertising Forum

    
Goto Search Words Vs Search Phrases
A question...
CyberSpaced




msg:812750
 6:41 pm on Feb 8, 2001 (gmt 0)

I recently made my biggest foray into Goto.com thus far, but I'm looking at my results wondering a couple things.

First of all, is goto caps-sensitive? A couple of my keywords are often typed in both ways, and I'm wondering if there's a difference in Caps or if I'd be bidding against myself?

Secondly, does anyone else find that single words are searched more often than phrases? I'm wondering if I'm getting enough single-word hits or if I'm not picking phrases correctly. I'm in the top 3 on 5 terms and in the top 10 on ten. I'm also in the top 20 in another 7. I'm getting about 70 hits a day I can track down directly to goto through their site and their service sites.

I'd appreciate any knowledge anyone had on this subject, as I would like to maximize my goto $...

 

Ross




msg:812751
 8:23 pm on Feb 8, 2001 (gmt 0)

Hi Cyber,

GoTo is not case sensitive. CARS = Cars = cars = cArS

I'm sure you're right that single words are searched more than phrases...BUT the name of the game is to attract targetted visitors, and it is much easier to do that if you buy two or three word keywords.

If, for example you own a salmon fishing hotel in Alaska, bidding on "fishing" as a keyword will bring thousands of hits, but the vast majority will not be looking for Alaskan Fishing Hotels. I'd bid on "salmon fishing alaska" "alaska hotels" "alaska salmon fishing" etc.

Furthermore, I'd make it clear in my title exactly what the searcher will find if they click on your link. The whole idea is to keep away the casual surfer, and to encourage just your target audience to click on the link.

I'd like nothing better than to halve my GoTo hits, provided that I could keep up the same level of sales !!.

Drastic




msg:812752
 8:36 pm on Feb 8, 2001 (gmt 0)

In addition to being case insensitive, goto's "MatchDriver" can combine different search terms into one result. Example: "fluffword fluffword keyword" can produce a SERP only based on "keyword". Like "the best widgets" might be redirected to just "widgets."

What I do to determine which terms use matchdriver, and which don't, is by performing a search on goto (or the current bid tool) once with the fluff and once without. If you get the same results, there is no need to bid on both, just the one without the fluff is fine.

Using the suggestion tool and current bid tool in tandem is the best way to find cost-effective, productive bids. Brett has an excellent tool at SEW [searchengineworld.com] that combines these tools into one. It saves time, and makes the job of finding great bids much easier. I don't place bids without it.

Nathan Power




msg:812753
 8:00 am on Feb 9, 2001 (gmt 0)

CyberSpaced,

>>Secondly, does anyone else find that single words are searched more often than phrases? <<

If you are referring to the results that the GoTo Search Term Suggestion Tool has, they are all stripped of their pluralization.

ie. A search for "cars" will show all appropriate results as "car" or "new car"

Mike_Mackin




msg:812754
 12:10 pm on Feb 9, 2001 (gmt 0)

>they are all stripped of their pluralization.

and that is why you will find the phrase "what i something or other"

mona




msg:812755
 5:34 pm on Feb 15, 2001 (gmt 0)

CyberSpaced-

I would stick with 2,3 or even 4 word phrases for a couple of reasons. One, the reason that Ross pointed out.

Also, you should be able to find phrases that will only cost you .01 to bid on, which will save you $ per click.

Phrases will also increase your chances of being in the top 3, and that means you will show up in partner searches with SE's that receive more traffic than GoTo.

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