n this podcast Lon Safko speaks with Patrizio Spagnoletto, Senior Director of Marketing Yahoo! Search Marketing where he discusses how easy Yahoo! makes it to create multiple keyword advertising campaigns.  He explains how they provide a step-by-step on-line process and even have customer support that will help you over the telephone.  Patrizio explained how by choosing more specific two & three word keyword phrases that you can actually target a much more specific customer and at a lower cost.

In this 17 minute interview Patrizio describes how many of their 100’s of thousands of customers such as Lending Tree & Amazon manage 100’s of keyword campaigns and how 20% of your keywords can generated 80% of your revenues.

Audio clip: Adobe Flash Player (version 9 or above) is required to play this audio clip. Download the latest version here. You also need to have JavaScript enabled in your browser.

Podcast: Play in new window | Download