Yahoo brings search engine marketing to your desktop
9th March 2010 by William Hobson
A new tool from Yahoo allows users to manage search engine marketing campaigns offline.
The Yahoo! Search Marketing Desktop tool, released last week, allows search advertisers to run PPC and other paid search campaigns without an active internet connection. The free tool can download Yahoo! paid search accounts to a computer, where the users can review reports and amend campaigns, before uploading the altered campaigns to their accounts upon connection to the internet.
According to Yahoo!, this desktop application “means faster execution of campaign management activities, so you spend more time on the strategic aspects of your business, not the tactical details.” The tool has been long-awaited by many in search engine marketing. In 2008, a post on discussion forum SEORoundtable asked “When is Yahoo search releasing a desktop editor?”, pointing out that Yahoo!’s competitors were far ahead in developing such a tool (Google’s AdWords editor was available at the time and Microsoft’s AdCentre editor was in beta).
An answer to SEO Roundtable‘s question was provided in October 2009, when the company announced that beta testing would begin in November, with the full application released this year.
The Yahoo! Search Marketing Desktop tool allows users to do five major tasks:
- Bulk Editing: Make mass changes to status, match type and budget settings; adjust multiple keyword bids; export view of keywords, ads, ad groups and campaigns to Excel
- Campaign Transfer: Import third-party campaign data in one step.
- Keyword Research: A keyword suggestion engine provides URL-based keyword suggestions and allows you to export this list into excel
- Find, replace and search: search for information across accounts as well as in specific campaigns, ad groups, keywords, etc; also the ability to alter ad text, keywords, ad groups and campaigns.
- Account performance statistics: Retrieve status and statistics for account impressions/clicks/CTR/quality scores/etc.
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