Yahoo paid search looks a lot different nowadays than it did a year ago. Earlier this year, Yahoo got rid of the old ‘Overture’ model where you could see everyone else’s bids. This was a vast improvement in that it got rid of the problem of bid snipping and bidding wars.
Like Google Adwords, they are now focusing more on quality. This is from the announcement:
In an ongoing effort to raise the value of our Sponsored Search and Content Match products, we’re pleased to announce the phased rollout of a new feature that we believe will help increase the value of Yahoo! Search Marketing traffic to our advertisers. This feature, called quality-based pricing, is designed to measure the value of the traffic coming from our distribution partners’ websites and price clicks accordingly for our advertisers.
Previously all traffic was treated the same — you were charged the same for traffic from all web sites within our network. With quality-based pricing, you may be charged less for certain clicks than you normally would pay, depending on the overall quality of the websites that are providing this traffic to you. As a result, your click charges can decrease. “Quality” is calculated based on conversion rates and other measurements of the ability to deliver more interested and valuable customers to you from particular distribution partner sites. Discounts will be automatically applied to your account.
The flip side of this, is that you will be paying more for clicks than your competitors if your quality doesn’t meet up to their standards. ‘Quality’ is of course, somewhat subjective and is decided by algorithm. In Yahoo’s case, like Google, it’s somewhat up for interpretation. In either case, they provide webmaster resources to review standards.
If you’re planning to advertise your home business via Yahoo Paid Search, be sure to familiarize yourself with all their changes. You can refer to the Yahoo Search Marketing page for more information (link here).
Tags: Yahoo Paid Search, Yahoo Pay Per Click, Yahoo Search Marketing, Yahoo Paid Advertising