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Yahoo Search Marketing Pay Per Click Advertising Forum

Daily Budget - relatively meaningless
Management and Control doubtful

10+ Year Member

Msg#: 2883 posted 9:23 pm on May 19, 2006 (gmt 0)

(Semi Rant and help request)
I setup an account for a new potentially HUGE account of mine.
I set a reasonable daily test budget.
Budget versus delivery figures for the first several days-


At this rate, the client burns a 30 day test budget in less than 15 days.

Y cannot tell me what a reasonable budget is, they cannot tell what percentage of a day the listings are shown.
I only find any semi-useful numbers the next day.
Since their system is set to "learn" the account over 30 days, I wait 30 days to face the fire with the client.

The client is not seeing their Y listings whenever they check online. Ever. (Yes I know they are metered throughout the day.) It is inconceivable that the listings are NEVER online when they check all day long.

Of course, the cure suggested is not to set a budget cap, and let it run to the max.

They can tell me most traffic came from content delivery - Duh. Goodbye content match. Advanced match is also out. I fail to see how turning targeted advertising to more of a broadcast message is helpful to ROI.

I've been doing this since Goto bids were a penny. Every "improvement" has been merely to create faster revenue to Y, less oversight and control to the user/advertiser. And no, I am not using their conversion tools - I see no reason to give them my data to resell to other advertisers.

Using YSM at this point is detrimental to my image as a pro SEM, and causing unnecessary headaches trying to explain things to the client. I can no longer recommend it, and will only implement it if specifically asked by the client.

Any suggestions from the congregation to help manage and control this new headache?

PS. I am aware that the ROI does not compare well with several other vendors and methods that I use, but with some ease of use and control, a lower ROI can still be profitable for the client, and myself.


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