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.