Yahoo Panama, PPC, Pay Per Click Campaign

A comScore study found that Yahoo's new Panama paid search platform has improved click-through rates since its introduction in February 2007:

"comScore data shows that the recent introduction of Yahoo!s new search marketing ranking model is already having a positive impact on the click-through rates for Yahoo's search advertising," said James Lamberti, comScore senior vice president of media and search solutions.

(Source: comScore, 26/02/07)

Compared to the week ending February 4, the last day of the old system, the week ending February 11 saw a 5% increase in clicks. By February 18, the total increase in clicks was reportedly at the 9% mark; a sign that the new system is of significant value to advertisers, and of course Yahoo.

(Source: comScore)

Yahoo! Panama

The new system appears to borrow ideas from other Pay Per Click providers. There are geo-targeting options where you can block entire continents (similar to MSN adCenter) and the algorithm has changed to improve the quality of adverts (a hat tip to Google).

Yahoo! Panama, what it means for your business
The main changes Panama brings are listed below. However in order to make sure your Pay Per Click campaign is running effectively, it's worth employing a PPC professional.

Our team of PPC experts have passed rigorous Google exams and have experience of running campaigns for clients across Google AdWords, MSN adCenter and Yahoo!

Get in touch for help with your PPC campaign

Cheaper cost per click - The minimum bid for a keyphrase has reduced from 10p to 5p.
Simpler User Interface - The Yahoo Panama system is much simpler to use than Overture and many annoying elements such as typing in security codes have been removed.
Multiple adverts - You can test which adverts work best, with different adverts for each keyphrase.
Faster responses - Adverts can be written and approved much quicker than before.
Geographic targeting - Choose which areas of the world you want to display your advert.
Quality ordering marketplace - Choose the right phrases and combine these with relevant ad copy and a quality website and you'll be rewarded with higher positions and a cheaper CPC (cost per click).
Smaller budgets - Those with smaller budgets will benefit from the system as positions are no longer given priority to those with the deepest pockets.

Its early days for Yahoo!s new look, but a step in the right direction from a company that has seen many changes over the past few months. Improvements in online advertising means that your business benefits.

Carrying out a strategic Pay Per Click campaign alongside other Internet marketing tactics, such as Search Engine Optimisation and effective Link Building, will make sure your site is found by more prospective customers.

Optimisation (optimization) and Pay Per Click

Focus Sites and other web publishing solutions

At MediaCo we use Google AdWords, Miva, Yahoo! Search Marketing (formerly Overture) and Microsoft adCenter to set out Pay Per Click promotions for our clients.


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