An Important Change to the Way Ads Are Ranked in the U.S.

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• 1. Yahoo! Publisher Network &hellip  |  January 23rd, 2007 at 11:27 pm

  [...] To learn more about the quality index and the new approach to ad ranking, check out our post on the Yahoo! Search Marketing Blog. [...]

• 2. Andy Redfern - New Media &hellip  |  January 24th, 2007 at 2:14 am

  [...] Read the full article on the Yahoo! search marketing blog. [...]

• 3. Chris Duncan  |  January 24th, 2007 at 8:03 am

  I’ve read the above posts, but am still unclear of how to increase our quality score and thus maybe reduce our advertising costs.

  It would be nice to have a real world example.

  Something like this: Here is an ad that is currently ranked in the 12th position. However, it receives a much greater percentage of clicks (and please define what this would be) than its peers ranked similarily. As a result, it gets a boost and will be now ranked 11th. Furthermore, the ad better reflects the key words being searched for. And thus, will be ranked in the 10th position.

  A real world example would be helpful.

• 4. » Yahoo Ad Ranking &hellip  |  January 24th, 2007 at 1:02 pm

  [...] Yahoo sent out an email to advertisers and posted an article about switching to Quality Based Scoring on its YSM Platform. Starting from February 5th Yahoo will be using quality based scoring for ranking advertisers. Here is the post at YSM Blog: [...]

• 5. Administrator  |  January 24th, 2007 at 6:03 pm

  Dear Chris,

  The blog will be taking up some of these issues between now and the time the new ranking model is launched in the U.S. on February 5, 2007. Please stay tuned, or watch your RSS reader.

  -M2

• 6. Richard Ball  |  January 25th, 2007 at 11:40 am

  Why are you eliminating the priority ranking of Standard match ads over Advanced match ads? I thought that was a part of the Overture solution that was better than AdWords. Better for the searcher because ads are more relevant, written for specific search terms. Better for advertisers who took the time to write compelling ads. This was a way to improve quality upfront.

• 7. Off to a great start - Yo&hellip  |  January 25th, 2007 at 3:54 pm

  [...] I’m extremely pleased that an important piece of our new search monetization system (a.k.a. “Project Panama”) will soon make its debut. In about two weeks, advertisers in the U.S. will experience a whole new way of ranking text ads on Yahoo! — and consumers should find that text ads are more relevant to what they’re searching for. Search ads will no longer appear alongside search results based solely on the bid price for a particular keyword. We’ve developed algorithms that also factor in the ad’s “quality,” which is based on historical performance (how often consumers click on it) and its relevance to what the user is searching for. Higher quality ads will generally receive better placement, and may even cost less in some cases. And the system will grow smarter over time. [...]

• 8. Administrator  |  January 26th, 2007 at 12:11 pm

  Richard,

  This change enables advertisers to compete on more equal ground, where ad quality and bid ultimately determine placement under the new ranking model, to be launched in the U.S. on February 5, 2007, not the distribution tactic selected.

  -M2 & Jeff

• 9. New Yahoo Search Marketin&hellip  |  January 29th, 2007 at 6:40 am

  [...] Last week, Yahoo announced that the new method of ranking their paid advertising will begin as of February 5.  According to their blog, the ranking will be determined by two factors… [...]

• 10. PPC Elvis » Blog Ar&hellip  |  January 29th, 2007 at 9:28 am

  [...] The Yahoo! Search Marketing blog have posted more information about an important change to the way ads are ranked. This confirms that the quality score update will only be active in the US from Feb 5th. [...]

• 11. Garçon aka Martin Kopta &hellip  |  January 29th, 2007 at 4:29 pm

  [...] Yahoo! Search Marketing Blog » An Important Change to the Way Ads Are Ranked in the U.S. # Its historical performance—the ad’s click-through rate relative to its position in search results # Its expected performance—determined by various relevance factors considered by Yahoo!’s ranking algorithms, relative to other ads displayed at th (tags: yahoo ppc) [...]

• 12. Yahoo! Search Marketing B&hellip  |  January 30th, 2007 at 2:34 pm

  [...] Yahoo! Search Marketing Home Blog Home Archives About the Blog Request Upgrade « An Important Change to the Way Ads Are Ranked in the U.S. January 30th, 2007 [...]

• 13. Yahoo! Search Marketing B&hellip  |  February 1st, 2007 at 3:47 pm

  [...] It’s a pretty big move, this new ranking model we posted about last week. To recap, on February 5, 2007, we’re introducing a new ranking model in the U.S. that considers both an ad’s quality and bid amount in determining an ad’s rank in search results. [...]

• 14. Three More Days: 5 Remind&hellip  |  February 2nd, 2007 at 9:32 am

  [...] The new ranking system, which is explained in more detail here, has some advertisers revisiting the content of their search ads.  Not only does it mean that some advertisers will lose their top positions, but it also means that some ads that have ranked lower in the past will suddenly get to shine on top. [...]

• 15. Darryl Payne  |  February 2nd, 2007 at 1:25 pm

  The day is approaching fast. We will all know the results of the new ranking model in just a few days. I am glad that Yahoo is following suite with Google. Now maybe the bidding wars for some of my keywords will be over. I own a Pigeon Forge Vacation Travel site that is in a pretty competitive keyword market. I look forward to the changes.

• 16. cadamhill  |  February 3rd, 2007 at 8:33 pm

  I am brand new to advertising with-in this media. As a matter of fact, I havent even set up my website, so this may take away from my credibility! However, it seems to me this set-up is designed so the rich get richer and the poor get poorer! Is this the wrong mindset?
  Ex. I am new to the system and I have no traffic. I am going to set up my web presence with hopes of getting business flowing my direction! If Joe Schmo has his business intact, he basically shoots ahead of me and is catipulted toward the top and I will not capture any leads because everyone else is getting more, based on the fact that they are already getting traffic. This will infact lead me towards having to spend more to get started. Hence, making it now a very poor option for advertisement for a small business? I think in the long run, this will hurt advertising sales!

• 17. E-Harbor Search Marketing&hellip  |  February 5th, 2007 at 12:54 pm

  [...] The new ranking model closely follows that of Google AdWords. YSM gives the following explanation for the change: “When users engage with highly relevant ads, advertisers receive interested, valuable potential customers. This new ad ranking model should, in the long run, help bring up the value of our network for everyone: advertisers, partners, publishers and consumers alike.” [...]

• 18. Yahoo! Search Marketing B&hellip  |  February 5th, 2007 at 7:10 pm

  [...] This evening, the Yahoo! Search Marketing team began rolling out our new ranking model across the US network. This roll-out is a major component of our company-wide search initiative, code-named, “Panama.” As mentioned in our previous post, both bid amount and ad quality will now determine an ad’s rank in search results.   The new ranking model is designed to help both our search users and advertisers. How? By generating better results, users will receive higher quality search ads. When users engage with these higher quality search ads, advertisers will receive more interested, valuable potential customers. We hope this further encourages you—our advertising customers—to continuously improve the quality of your search ads for users.   We realize that this is a big change for you. To help make your transition to the new ranking model successful, we’re offering numerous resources, both here on the blog, within the core application and elsewhere.   We hope the new ranking model will offer a continually improving search experience for all our customers and look forward to your feedback. [...]

• 19. Yahoo Adopts Google’&hellip  |  February 7th, 2007 at 10:47 am

  [...] The Yahoo! Search Marketing Blog graphically explains it like this: [...]

• 20. Google’s “New&hellip  |  February 15th, 2007 at 7:47 am

  [...] Well it looks like Google is taking a cue from Yahoo! for once – or should I say once again. Google AdWords will be shortly releasing some more features for advertisers using their product, a column for “ad quality” determination. In an effort to create transparency there will be a new Quality Score column telling you whether Google believes your ad copies to be either “Great, OK, or Poor.” Simple as 1, 2, 3. I see this as a response to the Yahoo! Sponsored Panama update feature which ranks ad quality on a scale of 1 to 5 and shows this to it’s users. A feature I appreciate. Once again Google maintains it’s obfuscating modus operandi by reducing a scale of 1-5 to one of 1-3 which in turn makes reverse engineering the quality factors that much more difficult. Apparently this will accompany a change in how the ads will be judged thereby effecting minimum bid costs and it’s progeny by way of position preference, click through rate, and average cost per click. [...]

• 21. Surfs.mobi » Panama&hellip  |  March 24th, 2007 at 6:16 pm

  [...] Over here at the Yahoo! Search blog, we haven?t said much about the new advertising platform, code-named Panama, that?s been under development for some time. That?s not to say that we haven?t been looking forward to its official arrival ? actually, it?s quite the opposite. We?ve followed the sentiment of Terry Semel and the YSM gang and waited for the perfect time to join in. [...]

• 22. YSM ad ranking formula ch&hellip  |  June 3rd, 2007 at 2:09 am

  [...] ad ranking formula changed YSM has announced that “Bid amount and ad quality will determine an ad’s rank in search results beginning [...]

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• 26. Yahoo! Search Marketing B&hellip  |  October 11th, 2007 at 11:16 am

  [...] Details page. To find out more about ad quality and how to improve it, see our previous posts, here and here, and consult the Help [...]

• 27. Mateja  |  October 13th, 2007 at 9:23 am

  please I would like to know,if now the overture is not working where exactly can I get informations about which word from the search area has the most visitors per month,which word is paying the best and similar which was ppossible before at overture?

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• 31. why is models important t&hellip  |  June 3rd, 2008 at 3:35 am

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• 32. Yahoo! Implementing New P&hellip  |  August 13th, 2008 at 11:51 pm

  [...] model to its paid search program (Yahoo! Search Marketing) in the US on 5 February 2007. This was announced yesterday on the YSM [...]

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• 35. Jamie Peterson  |  January 13th, 2010 at 10:45 pm

  Very well explained thanks for sharing!

• 36. Jamie Peterson  |  January 14th, 2010 at 9:05 pm

  And oh by the way that was in 2007 how about now do you have new posts regarding this? thanks again!!!

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