...the quality of ads in Yahoo! Publisher Network.

A further elaboration has been done on the whole issue:

Weve been gradually moving Content Match to a new matching technology over the past few months. The new technology not only attempts to understand what the content is on a page, but also, who is viewing it, which helps you get your ad in front of the right customer. Content Match now combines a better understanding of web page and ad content with insights from users geographic and behavioral profiles.

This combination can lead to more relevant clicks. Since we started rolling out the new technology, weve generally seen increases in Content Match click-through rates"and some advertisers have seen those rates climb appreciably. What it does for you can depend on a lot of things, including the keywords you select, the ads you write, and the settings you choose.

In the last couple of months, I noticed that targeting our users through contextual ads was improving and that we were seeing more clicks at lower costs, he says. Although we had spent time improving the keywords in our campaigns, we knew that there had to be something more to it. After learning that Yahoo! had made improvements to its matching technology, its clear that its been part of what has driven this overall effectiveness. - Lulus Director of Search Engine Marketing, Dan London.

Why Content Match?

Content Match can help you reach a wider range of traffic than you could previously reach with search alone, and can help raise your brand awareness. You can:

• Tap into the customers who visit Yahoo! and its content network for activities beside search, such as email or news.
• Gain impressions at a relatively low cost and grow your brand.
• Complement your offline and search campaigns.

Content Match has been a great service for Lulu, according to London. Yahoo!s Content Match has allowed us the opportunity to reach potential customers who do not turn to search engines to find what they need, he says.

What Do I Need to Do?

The new matching technology is already running, so all you need to do is start a Content Match campaign. Because Content Match isnt necessarily meant to target users when they are actively searching for your business, it may convert at a different rate than Sponsored Search. Keep in mind these basic guidelines when you set up your campaign:

• Create Content Match-only campaigns to manage bids and budgets separately from Sponsored Search.
• See how much you can afford, and adjust your bids as you learn the value of this traffic for you. If you add a Content Match campaign, you may need to adjust your budget accordingly.
• Write specific ads and select targeted keywords for those ads, so that the ads are more likely to appear in the type of content where you want them.

If youve been using Content Match, you may already be noticing a bump. If youre not using it yet and it fits your business, it may be worth a try. - Jeff Sweat

As far as the improvisation of PPC ads are concerned, a thread at WebmasterWorld clears the whole issue in its own way.

According to YahooPete:

The new matching technology is already in place, so all you need to do to take advantage of it is create a Content Match campaign. Keep in mind these basic guidelines when you set up your campaign:

• Create Content Match-only campaigns to manage bids and budgets separately from Sponsored Search.
• See how much you can afford. If you add a Content Match campaign, you may need to adjust your spending limits accordingly.
• Write specific ads and have targeted keywords for your Content Match ads, so that the ads appear only in the type of content where you want them.

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