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Explaining Unexpected Traffic Surges

Posted on 2.11.2008
The Yahoo! Search Marketing blog has a thoughtful post for search marketers on three questions to ask when unexpected traffic surges occur.

1) Have you changed anything in your account recently?
Adding keywords and changing bids can affect traffic, but so can modifying titles and description - especially in a quality score world. Sit back, take a deep breath, and think hard about what's changed within your account.

2) Are you noticing abnormal click activity, or just traffic that’s not converting?
There's a big difference between abnormal click activity and traffic that simply does not convert. Understanding the difference at the outset is crucual. If your ads are appearing on sites that do not mesh your business objectives, be proactive and consider implimenting the myriad of tools available including turning off the content network, blocking domains and geo-targeting.

3) Have you set a daily spending limit?
Setting a daily spending limit will help search advertisers control the amount they spend. If your average spend is one thing and you set the spending cap at a higher amount (what you can spend as opposed to what you are willing to spend) then you can drive traffic without breaking the bank.
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