I am sometimes a little negative about CPC advertising because I usually find it overpriced. On the other hand, Vitabase does participate on a limited set of keywords that work for us.
Recently, due to slow sales, we discontinued a certain product. Unfortunately, we missed deleting the associated Yahoo CPC campaign because so little money was being spent on it. Then the product got some very prominant press coverage that revived it dramatically. As a result, we had a huge spike in expensive traffic to a page that no longer existed.
Because of the amount of money involved, I personally called Yahoo! Search Marketing and explained the situation. I told them that we knew it was our fault, but asked if they would work with us. At first, they offered only a token credit, but then agreed to research it further.
I honestly expected to eventually hear back from them that we would be responsible for the entire bill. However, I was pleasantly surprised yesterday to receive an email stating that 90% of the charges would be returned to us. The amount of money they ate as a result of this situation was quite significant.
So, my hat is off to Yahoo. They showed a level of customer service that went above and beyond what they really needed to do.
We learned a few valuable lessons too. A daily cap in your Yahoo campaigns all of a sudden does not seem to be such a bad idea. The right press coverage can absolutely destroy your budget in the CPC arena.
I am reminded of a time a few years ago when we woke up to a huge number of international orders for a certain product. It turned out that Britney Spears had been photographed by paparazzi in Europe at the same moment that she dropped a bottle out of her purse. I have had a fondness for Britney ever since…