July 23, 2007 | Monday
Yahoo’s New Ad Rank
By Jon Myers, Director Of Search in News |Search Engines |Yahoo |Search Technology
Well it is finally here. The UK has been going through the transition to Panama for all of the accounts as I am sure a lot of online marketers are aware. But now the date of the new Ad Rank model has been put in place.
Bid Amount and Ad Quality will Determine Ad Rank in Search Results in the UK from the week commencing July 23rd, 2007.
Yahoo have distributed official correspondence today to explain this. There will of course be all the new features such as ad testing, geo-targeting and fast ad activation. Yahoo have gone on to explain that during the week commencing July 23rd, 2007:
“We are introducing a new ranking model in the UK that considers an ad’s quality and bid amount. The new model is designed to help you spend less time in bidding wars with other advertisers and more time creating the most relevant, effective ads, which can help drive better results for your business.”
Let’s hope this will be the case, it is a big time for Yahoo and it will be good to see the impact the full release of the Panama model can have on the UK marketplace. The main point of the Ad Ranking change are:
• Both bid amount and ad quality will determine an ad’s rank in search results the week commencing July 23rd, 2007.
• This will replace the current method, in which ads are ranked by bid amount only (bid-to-position).
• This is designed to allow you to focus less on competitive bidding practices and more on the quality of your ads.
• By improving the quality of your ads and making them more relevant to users, you may be rewarded with a better ranking and/or a lower cost for your ads.
I think it will take a few weeks, possibly months for the new system to bed in and learn from current live accounts and how well optimised they are in order to decide on the ranking. But once aligned it can only be a good thing as it becomes more about Added Value and Optimisation.
You can find out more about the new approach to ad ranking here
Comments
There are no comments for this entry yet. Use the form below to add yours.