Book Mention: Mastering Panama (Yahoo! Search Marketing)


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Book Mention: Mastering Panama (Yahoo! Search Marketing)

Dr. Ralph F. Wilson, Web Marketing Today
Dec 4, 2007, 00:37

Mastering Yahoo Panama, by Mona Elesseily Mastering Panama: A Special Report on Yahoo!'s New Search Marketing Platform
by Mona Elesseily
PageZero Media, 2007
Spiral bound, 87 pages

If you need to understand the particular characteristics of Yahoo!'s revised search marketing platform known as Panama, this is the book. In her second book on Yahoo! PPC advertising, the author drills down to describe the various features of Panama's interface. She explains how Panama treats geotargeting, quality index, matching options, keyword research tools, fast ad activation, editorial review, reporting and analytics, and the various customer service tiers. In addition she outlines other Yahoo! features: content match, local listings, search submit, etc. She concludes with recommendations for ad copy. Recommended.

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