Leveraging Yahoo Search Marketing

Earlier this week I spoke with Brad King who is the Senior Director of Yahoo! Search Marketing for the Travel Category. Yahoo Search Marketing recently released a case study in which they helped a Travel company called Pleasant Holidays to Optimize their search marketing campaigns.

Below are the questions I asked Brad, listen here on how to fully leverage the services of Yahoo! Search Marketing:

[audio:http://www.enquiro.com/analytics/BradKing-YahooSearchMarketing.mp3]

- Can you give everyone some background on the case study?

- What were the biggest pains put forth by Pleasant Holidays?

- Is this a trend for businesses in the Travel Industry?

- Can you tell everyone why simply measuring clicks is not enough?

- One of the major lessons was to look at keywords holistically; can you speak to what this does for an online campaign?

- Are you planning on releasing more case studies in the future?

Original Post: Web Analytics World