Online stores in need of help with a paid search keyword program should turn to Yahoo! and Google for support.With much anticipation, Yahoo’s new search platform allows advertisers to test different copy no the same keyword while auto-optimizing by favoring the ad which performs best. Yahoo! elevates paid search to the next level with their own tracking codes which will allow Yahoo to see more than just clicks; we can speculate that they will allow optimization against conversions in the store.
One of Yahoo’s strong points, through their homepage and Yahoo! Shopping, has always been support of retail seasonality; to that end, Yahoo! Search will dedicate attention to seasonal keyword guides relevant to each industry.
Google’s resources deliver the same, analyzing your site, products and SKUs to help determine which keywords should work and which don’t.
Google will work with you to develop terms for those products and skus (though a valuable resource, this can be easily accomplished yourself through your datafeed).
Of course, the new Google Website Optimizer, which allows for multivariant testing on your site, is a must have to optimize landing pages.
The point is, leverage your sales reps and account managers, Search is the one program in which it pays to have help!