Search marketing began with Overture, later acquired by Yahoo!. But then Google AdWords came along with some strong improvements and became the dominant search marketing platform. Recently, Yahoo! Search Marketing (YSM) has rolled out a new platform, known as Panama, which provides improvement over Yahoo!'s old features. This is a good time for marketers to take a new look at using Yahoo! in their Pay Per Click (PPC) ad campaigns.

Yahoo! is generally seen to be second largest player in search marketing with approximately 22% of "share of Internet searches." Advertisers can significantly increase reach if they include Yahoo! in their marketing mix.

Here's why. Searchers tend to use more than one search engine when seeking products, services, and information. Studies have shown that very few searchers use just one of the top three search engines exclusively.

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