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I've been aggressive with Google PPC but dramatically unactive w/Y or with MSN.
My competitors are active in Y...and in fact its allowed them to penetrate my territory.
Any words of wisdom, best practices, measurement tools etc. that you might use with PPC.
My first instinct is to duplicate the coverage I have in G...but I'd love to hear from those with experience.
The main reason for this is that Yahoo will only take an advert if its exact match has a search history. This means that if you want to advertise for many service/locality combinations a large proportion will come back as rejected, even though Google has shown there to be traffic for those terms (on broad match).
The best way to tackle this is to ask your rep for a proposal, if you have a patient rep you can send them thousands of combinations and they will come back with a spreadsheet that has the acceptable ones along with a few options for costs (this makes it simple to work with).
You don't have to go with their cost suggestions, but you will have to be willing to spend several thousand pounds (UK) a month for them to do the proposal. That's not usually an issue if you cover a large enough area.
The other big issue is making sure you get your bids and creatives right from day one, you don't want o be fiddling about often in a user interface that is as frustrating as YSM.