The Road Ahead

What you’ll be reading here, and why it’s so important that you keep coming back

We’ll try to keep this missive short and to the point: We want this blog to be a win/win/win/win proposition.

We want advertisers to win, by receiving quality traffic, both from Yahoo! properties and from third-party publishing partners, large and small. We want our publishing partners to win, as they drive that quality traffic to you, our advertisers. Bottom line: if advertisers win and publishers win, then Yahoo! users win, and we win, too.

But winning doesn’t mean we can stand still — Internet marketing is evolving faster every day. To stay ahead, we’ll be introducing a ton of new features and enhancements in the days, weeks and months ahead, many of which may impact your business. Although these changes are positive — designed to help everyone get more out of this relationship — they’re still changes that you’ll want to act upon. We started this blog to help show you how to get more out of us.

Some of the changes you’ll see in the short term include:

A new control panel
Using this completely redesigned, easy-to-navigate control panel will help you see what’s working and what’s not.
Really fast ad activation
Your ads should now go live within minutes.
Easy ad testing
You’ll be able to test multiple versions of an ad to find the message that works best.
Accurate geo-targeting
Target your customers broadly or narrowly on a geographic basis, and customize your ads to control costs.
Campaign budgeting, forecasting and scheduling
You’ll be able to create, budget and schedule your individual advertising campaigns for greater control over your advertising strategy and spending.
See-through visibility
The new interface will help you understand how well your ads are performing relative to your competitors’.

This blog will aim to keep you informed about these and other changes — and help you optimize your ad performance with them. In addition, we designed this blog to help you keep up on the latest information, opinions and trends in the field. We’ll be bringing you news and insight from inside Yahoo! and outside, from the blogosphere. As an added bonus, we’ll include helpful guest posts from prominent Yahoo! and industry experts.

So enjoy the Yahoo! Search Marketing blog and return often. Or, better yet, add us to your RSS feed to get updates automatically.

Lastly — and we know this goes against most corporate rules — feel free to comment on our posts, sharing your insights with your fellow advertisers. We’ll keep a close eye on your feedback and use it to build a stronger marketing solutions network.

There have been quite a few comments and questions since we launched the blog last week. We’ll answer as many of these questions as we can and in a format that makes sense. Stay with us.

Cheers!

– Michael Mattis and Jeff Hecox

Posted by Administrator

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57 Comments Add your own

1. cheap bluetooth headsets | October 30th, 2006 at 1:09 pm

Hello,

I truly do hope to see more features within Yahoo’s Site Explorer like Google’s webmaster tools, sitemaps, query stats, and even implementing more webmaster oriented tools such as being able to control sitelinks, a feature Google doesn’t have but Yahoo should, lol. Show me some of those features and I will worship Yahoo.

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2. TagMan | October 30th, 2006 at 3:16 pm

I understand “Easy Track” will be called “Tracking URLs” in the new platform. Glad to hear that feature will be retained. Is the name change the only difference? IOW, will OVRAW, OVKEY, OVMTC continue to be the keys in the query data appended to the landing page URLs? Reason I’m asking is so I know if I need to upgrade this free, open source Y!SM tracking script. Thanks!
3. Rob | October 30th, 2006 at 5:51 pm

Over 50% of our traffic is coming from places like India, Egypt and China. YahooSearch reps say that we are a “US” account and are suppose to only receive US/Canada traffic. I have sent them details reports on this, only for them to basically say, too bad.

Why is Yahoo sending this traffic to us and if they cannot stop the traffic, why do they charge us for it? It is really obscene when you think about. I would be impressed if Yahoo could find 1% of their “US” accounts that favored this type of traffic.

Yes, I have spent hours, and yes, I mean hours on the phone with Yahoo. I have also sent them detailed traffic reports on this.

Who else is having this problem? I cannot imagine we are the only company to be blessed by this problem.
4. EskimoJoe | October 30th, 2006 at 8:33 pm

I wish you guys do this earlier than Q4. But well, can’t wait to try the new platform!
5. Robby Keller | October 30th, 2006 at 9:53 pm

I have also had the problem of foreign traffic. I advertise this tool of mine using yahoo and I bid for the word free advertising and I have people request the tool from London, and alot of india people. I have no idea why this is happening but yes I have had the same problem.
6. Cindy | October 31st, 2006 at 6:12 am

I went and looked at the tutorial for the new interface. I am impressed. It looks like Yahoo actually listened to what advertisers need and want. I can “watch” important words and groups on the front page!! Many metrics accessible on the front page!! Choose date ranges etc. on the fly. Google better watch out, Yahoo just took a big leap ahead in my opinion…Can’t wait till I can chane my accounts over.
7. Chris Duncan | October 31st, 2006 at 12:43 pm

The new dashboard looks great and easy to use. I think the best new feature will be the speedier availability of the adds and changes.
8. Tim | October 31st, 2006 at 1:29 pm

I always thought the old system made perfect sense. You bid an maximum amount to get the position you wanted. It was easy to see and easy to manage. While Google, on the other hand was a big mystery. You have no idea what position you’ll get, no idea what you’ll pay, no idea what traffic you’ll get (if any). If you don’t lie in your Google ads to trick people into clicking, you’ll get a poor click rate and therefore end up with poor placement and higher costs. Those with accurate and more helpful ads end up being ranked lower and paying more, which is contradictive to both advertisers and surfers (which are Yahoo!’s customers).

It appears Yahoo! has thrown common sense out the window and decided their customers are the stock holders, not advertisers and surfers. Expect Yahoo!’s search market share to shrink because of these changes and advertisers to get frustrated and leave. Any initial gain in new product interest and revenue will be lost in the near future.

What Yahoo! fails to understand is that advertisers used Yahoo! because it was different and better than Google. By making it a Google copy there’s no reason to use Yahoo! anymore.

And why don’t I have access to the new system? I’ve been using Yahoo! for over 5 years, I’m a platinum user, and spend hundreds of thousands of dollars a year with Yahoo! and I’m not part of the roll-out? I’ve been kept mostly in the dark about the entire process (other than the useless PowerPoint presentation which just raised more unanswered questions than it answered).

Whatever, at least there are still search engines out there where you can bid for placement instead of using voodoo logic that’s all hidden. Maybe 06 will be the last year I spend hundreds of thousands with Yahoo! There are other companies out there that care about their advertisers and want that money more it seems.
9. Preeti | November 1st, 2006 at 12:08 am

I am also eager to look at the new dashboard… let’s see when Yahoo gives that key to me….. I really wanna play with it’s features.
10. Gordon Choi | November 1st, 2006 at 7:08 am

I’ve been a user of the old YSM system for over 4 years. To be honest from time to time I do struggle with the old system’s response time on approving listings, etc. I’m really looking forward to using the much improved new system.
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It’s nice to see yahoo doing stuff instead of just falling behind or just trailing the others.
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Hello,

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