Avinash Kaushik - world leader in web business optimisation
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Yahoo Search Marketing overhauls approach
Yahoo! introduced a new ad platform in October 2006 (with the development codename ‘Panama’) which is more similar to Google Adwords than the previous version in campaign structure, targeting, creative testing and bidding options. Different advertisers will be rolled out over a three month period.
The main change in terms of performance is the use of quality score plus bid for ranking rather than the previous pure pid arrangement. This was one of the main benefits of using Yahoo! with a bid management tool since you could readily target competitors.
Although the account structure is new and similar to Google with Campaigns, Ad Groups and creative testing within the group the system has been designed with easy migration in mind.
Standard and Advanced Matching options remain similar.
These are summaries of the new features in Panama:
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