Yahoo Outsources Your PPC Ads to India

Portent Staff Jul 28 2008

Not everyone has the ability to work with Yahoo and receive the occasional free optimization help from their “experts.” If you do, carefully review the ads that come back. Several times, I sent in existing ad groups for help with ad optimization (who knows what will get a better quality index score than the search engine itself, right?) or requested help to build a new ad group to save time, only to have to tear down the ads returned.
It wasn’t that the PPC advertisements were unrelated or made no sense, but they were still wrong in that the language seemed strangely off or the punctuation and grammar was askew. So we asked, what was the deal? These ads seem like they were written by someone where English is not their first language.
For the purposes of this example, the client’s name is Baby Music, which offers music classes for babies.
Example ad #1
Client’s name was spelled incorrectly and grammatically incorrect:
“Music Classes for Toddlers: Interactive music classes for toddlers. Try Baby Music for a free.”
Someone please tell me what “for a free” is.
Example ad #2
Incorrect punctuation
“Baby Music: Interactive music classes for kids. Try Baby Music’s for free.”
Baby Music apparently owns free.
Example ad #3
Awkward wording and use of “curricula” instead of a simpler, more friendly to the audience term like “program” or “classes.”
“Preschool Music Classes: Our curricula ensures that your kids & you have a great time together.”
Sure enough, when we asked, the Yahoo representative told us the ads were written in India. If you’re going to optimize an English ad for a site and search engine in the USA, shouldn’t that ad follow the language, tone, culture and population of the country being advertised to?
I’ve also Google and MSN conduct optimizations. In both cases I spoke directly with the people doing the work and received a slew of usable, as-is ads. In some cases, these ads did better than ads I created myself and often employed best practice techniques that are not part of mainstream pay per click knowledge. I interpret the entire point of enlisting search engines’ ad optimization programs to be optimizing ads.
Apparently this is not the case with Yahoo. It might be free, but from the quality I have seen returned, you’re much better off writing your own PPC ads, which is also free. In fact, I encourage it.

tags : cpcpay per clickppcyahoo


  1. That’s really too bad to hear that they are outsourcing this now. But they have always have had a funky system in how they labeled accounts. Do you remember when you used to call into Overture and they assigned you either Silver, Gold, or Platinum status depending on what account you were calling on?
    In any regards, its a good reason to work with an Agency that has a direct Yahoo! rep:)
    Best Regards,

  2. Josh


    Beware of the Google account optimization! On two occasions I’ve attempted to use the Google optimization team to improve an existing campaign, and both times were complete failures.
    In the first experience, they used dynamic keyword insertion on many of the ads which drastically increased my CPA. I had to undo most of their changes just to get my profits back to the level prior to the optimization.
    After speaking with my Google representative, he was able to at least give me a $5000 credit due to the poor optimization, which accounted for half of the total lost profit in the week following the optimization.
    I thought that might just be a bad experience. So I tried the Google optimization team once more. They created a poor content network campaign for my client that received less than 10 clicks in total. This is after a 3-week ‘optimization’ period.
    I haven’t tried Yahoo or MSN optimization and I’m not planning on it either!

  3. Anks


    Well Well Well, have you ever wondered whatever yahoo search or most of the search engines employing online get their work done from countries other than the US (India being an upcoming giant for the outsourcing industry)?
    This i would say was a rare incident. And as far as condemning India is concerned, please have a look all around yourself. I do not intend to comment on this sensitive topic, but will just cite an instance. Just take a look at the statistics showing the number of indians working at the core of American economy. Dose’nt that reflect ” shouldn’t that ad follow the language, tone, culture and population of the country” as written in your blog.
    I empathize with you, but your getting sentimental on the issue and branding the nation that produces the most brillinant minds and the smartest of people, seems to be a very derogatory act. All i would say is that you had a bad time. The concerned people will take action or would already have.

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