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2Feb/07Off

Yahoo Search Marketing Upgrade News

Here is the latest news about the new ranking model in Yahoo! Search Marketing. They sent out a letter to advertisers with the 5 Key Steps to Take Advantage of the New Ranking Model. You can see my previous comments and opinions about the new model in the post "Upcoming Changes to Paid Search".

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We previously announced that on February 5, 2007, we are introducing a new ranking model in the U.S. that considers both an ad's quality and bid amount in determining an ad's position in search results. It is designed to help you spend less time in bidding wars and more time creating the most relevant, effective ads, which may help drive better results for your business.

To take advantage of our new ranking model, please do the following:

Key Changes
Description
5 Key Steps
New ranking model
Cost-per-click

Standard and Advanced match types
An ad's rank is determined by both bid amount and ad quality.
Ads with higher quality can deliver a lower cost per click and/or may receive better placement on the results page relative to lower quality ads.

Standard match type ads will no longer receive priority placement over Advanced match type ads.
To take advantage of the new ranking model, you should:

  1. Include keywords in your ad (use our Insert Keyword feature).
  2. Choose keywords for each ad group carefully.
  3. Use ad testing.
  4. Use our Excluded Keyword feature to optimize your Advanced match type.
  5. Review your current bids and set a campaign budget to meet your business goals.

For more details, please click here.

To learn more about the new ranking model, please click here.

Sincerely,

Your Partners at Yahoo Search Marketing

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