Yahoo! Update Search Marketing Desktop – Key Benefits

Yahoo!’s new search marketing desktop tool has been improved further by a raft of updates to increase speed and efficiency.

The desktop tool may still be in beta form but it has already been heralded as a “feature that advertisers have been waiting for”. The updates were announced last week (3 March 2010) and have been implemented into the paid search management tool.

Included in the list of new updates is:

• The ability to cut, copy and paste ad groups, campaigns and keywords which will make management quicker
• Increasing or decreasing multiple keyword bids using percentages or currency amount to improve efficiency
• More relevant keyword suggestions to improve performance and allow you to make better, informed decisions
• A tool to import third-party campaign data in a single easy step, again improving speed and efficiency
• The ability to export keyword, ads, ad groups and campaigns into Microsoft Excel

These improvements are thought to help users spend more time managing the strategy of a campaign rather than the tactics and in the process improve ROI.