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normally I am doing Adwords but one of my customers decided to play with YSM and is now paying a fortune every day because he has no idea how YSM works - so no wonder he asked me to have a look at it.
First thing I did was enabling conversion tracking (Analytics) and tracking urls, but this will need some time to bring relevant results.
I discovered that 95% of the money is spent on Content Match traffic. Is there any kind of report I can generate where this traffic is coming from? I couldn't find something like a placement report...
Content Match traffic can not be traced back to keywords or anything?
Are you using Yahoo or Google's Analytics? If it's Google Analytics, you will not be able to find out the referring urls. If it is Yahoo's Conversion Tracking you could ask Yahoo Support to help point you in the right direction. Alternatively you could use an Analytics package such as Clicktracks that analyzes the customers logfiles. This will get you the information you need for Yahoo and any other PPC engine.
I've read somewhere that you should be able to get this information from the Yahoo Conversion Tracking. We did not investigate because we already use Google Analytics and turning it on in Yahoo would have not worked with GA. I would go after the Yahoo rep and have them tell you how to pull out the information.