Online advertising has gone a long way since the days of obnoxious banner ads. Slowly but surely, the scales are tipping as the shift from free clicks to paid ones occurs.
Mark your calendars – as promised, February 5th is the date set that Yahoo! will switch over to a new ranking algorithm for their PPC ad platform. In the same way that Google’s AdWords works, Yahoo! will now factor in the ad’s quality as well as the bid amount. The old system awarded the highest position to whomever spent the most. Now they will consider how well the ad actually performs along with actual bid amount for each ad. This has been expected since Yahoo! started converting advertisers to their new platform but now has an actual date attached to it.
A recent report by JupiterResearch seems to think so. The study, authored by Sapna Satagopan and entitled “”Engine Selection Strategies: Campaign Expansion Demands Management Tools” reveals that 40% of marketers are “missing the boat” by relying on only Google and Yahoo! for their paid search campaigns. On the flip side, marketers capitalizing on using a broader range of search engines are the same ones that have better management technologies.