Yahoo Search Marketing: The Conversation Widens

Ian Lurie

Quality close-up

Yahoo has announced they’ll be changing the way they rank paid ads: Simply bidding the most won’t get you the top spot for their pay per click ads any more.

Google Adwords have been ranked this way for some time.

What’s it mean? The quality of your ad, and of your landing page, is now as important as the bid amount. A higher-quality ad will get a higher clickthru percentage and move up in the rankings, regardless of bid amount.

So just ‘throwing together a few PPC ads’ won’t do the trick any more.

You need to Sound Smart, too.

Yahoo Press Release

Ian Lurie
CEO & Founder

Ian Lurie is CEO and founder of Portent and the EVP of Marketing Services at Clearlink. He's been a digital marketer since the days of AOL and Compuserve (25 years, if you're counting). He's recorded training for, writes regularly for the Portent Blog and has been published on AllThingsD, Smashing Magazine, and TechCrunch. Ian speaks at conferences around the world, including SearchLove, MozCon, Seattle Interactive Conference and ad:Tech. He has published several books about business and marketing: One Trick Ponies Get Shot, available on Kindle, The Web Marketing All-In-One Desk Reference for Dummies, and Conversation Marketing. Follow him on Twitter at portentint, and on LinkedIn at

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