Yahoo Search Marketing was previously known as Overture and Go To. It was taken over by Yahoo in 2003. Yahoo Search Marketing is a key player in pay per click advertising marketing. Not only it provides search results to Yahoo but also MSN, Infospace, Netscape, Altavista and Lycos.
That means a lot of users and lot of potential traffic. Yahoo Search marketing offers you a $25 credit when you open an account and it has no monthly minimum spend.
It also offers a FastTrack program where their account representatives will set up your account for a one time $199 fee. But it is not required in my view for most of advertisers. In my opinion it is better to spend time to set up your own account. That way you are well verse with the program and make necessary changes on the fly whenever required.
Moreover I would trust my own judgment of requirement than some editor working for myself. If i do not know enough to make a judement, i would learn to make myself capable of making a judgment.
Yahoo Search Market also offers a Local Match that will allow you to target your advertisement within a radius of your business location. This feature is more suitable for businesses who deal in tangible products. You need to have a physical address fo participating in LocalMatch. Website is optional.
Like Google Adwords, YSM also offers a collection of tools to assist the advertisers in setting up their accounts. These include keyword suggestion tools, tracking tools and bidding tools.
You can also set up your daily budget maximum in YSM. It is the limit that you are willing to spend on your clicks per day. This feature is also available in Google Adwords. In no event your spending per day would cross this limit. However this would also determine the display of your ads.
Key to success in Yahoo Search Marketing is to get a spot in top 3 advertisers. While this may not be possible in highly competitive keywords but you can try this for not so competitive keywords.
Getting a place in top 3 bidders enable your ad being displayed on all search content powered by Yahoo and its related networks.
Recently, yahoo has started its own contextual advertisements similar to Google Adsense. It is soon going to be international and would be a great advantage to the advertisers.
After all it is the exposure that matters. 
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