Yahoo Search Marketing: The Conversation Widens
Ian Lurie Jan 26 2007
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.
Ian Lurie is CEO and founder of Portent Inc. He's recorded training for Lynda.com, writes regularly for the Portent Blog and has been published on AllThingsD, Forbes.com and TechCrunch. Ian speaks at conferences around the world, including SearchLove, MozCon, SIC and ad:Tech. Follow him on Twitter at portentint. He also just published a book about strategy for services businesses: One Trick Ponies Get Shot, available on Kindle. Read More