Yahoo! To completely re-launch their Paid Search Platform

Yahoo’s new advertising system - ‘Panama’ now launched in the US, will bring the Yahoo system up to matching what Google has long since been offering.  The platform will be a similar model to the one that has helped Google rapidly increase its revenue and provide searchers with better ads.

The new ranking model will utilise what Yahoo calls its ‘Quality Index’, a 1-to-5 scale that calculates your ad’s ranking based upon quality and bid price.  You could pay £10 a click but if you’re deemed less relevant that a competitor, then no matter how hard you try, you just won’t get to that No.1 spot. 

However, on the up side, a lower bid could place you above a higher competitor bid if you have a better relevancy score.  In short, you get more clicks for your money, which can only be a good thing!

From our end here at Propellernet, we can ensure your keywords and ads are relevant, however, you can also help improve the relevancy of your website by doing the following:

• Ensure each section/product line has its own page
• Ensure keywords from your campaign are present and readable on each landing page.  You must have SOME content on the page, not just a picture!
• Make sure you have a Search partner that understands how these changes will affect your online marketing strategy. If you are reading this email, the chances are you already have.