Yahoo Content Clicks
The problem with the Yahoo publishing Network (YPN) affects Yahoo sponsored search too. If you have used YPN to monetize your site you know how poor the ad matching is to the content. Very often you get extremely generic ads that have nothing to do with your content, which makes the click through percentage extremely low. This also means your ads in Yahoo Search aren’t hitting the most relevant sites out there if they are getting out at all.
Many of my ads groups get some content clicks, but I’ve noticed a few that get tremendous amounts. It turns out they are ones with one word keywords. This makes sense because of course one word is much broader than two or more, but with the poor targeting of YPN it magnifies the effect greatly. Their algorithm is so primitive that you have to have a bunch of one word or very broad terms in your ad groups. The issue here is then if you want to spend money on the broad targeting, probably poor converting keywords. Probably not in many cases.
Instead, since you can separate bids between content and search, you make a separate ad group for their content network. In this separate group, keep your bids lower, but get as much cheap traffic as possible by having a ton of one word keywords in the same general topic of your niche.
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