New Ad Ranking: Five Best-Practices

These practices can help make your ads more effective

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.

Here are five practices that you, if you have upgraded to the new platform, should put in place right away in order to get the most out of the new ranking model, and out of your account:

Include keywords in your ad (use our Insert Keyword feature).
Carefully determine keywords for your ad group.
Use ad testing to learn which messages are performing best for you, based on click-through rate normalized for position
Use our Excluded Keyword feature to help optimize your Advanced match type.
Review your current bids and set a campaign budget to meet your business goals.

Learn more about these tips here. (If you have not upgraded, here is a special set of tips for you.)

To learn more about the new ranking model and how to prepare for it, click here.

—The Team

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[ Categories: Account Upgrade Info, How To's ]
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9 Comments Add your own

1. Yahoo New Ad Ranking: Fiv&hellip | February 2nd, 2007 at 1:28 am

[…] Read more detailed review over at the Yahoo! search marketing blog. […]
2. Tommy | February 5th, 2007 at 3:16 am

Has it ever occurred to you that the ads on Yahoo web and messenger far too often are the same kind of content I find in my spam box?

Things like “work in the USA”, “get slim by drinking apple cider”.

I don’t mind ads, but I’d like them less colorful, less flashy, no sound, and for things that interest me(like geek gadgets, music, Mac stuff etc).
3. Yahoo! Search Marketing B&hellip | February 5th, 2007 at 7:14 pm

[…] This afternoon, 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. […]
4. January Roundup, 2007 - O&hellip | February 8th, 2007 at 9:45 am

[…] And a bit more succinctly on their blog […]
5. Gae Linfoot | February 11th, 2007 at 5:45 pm

I have two questions:
1. Is it better to wait until after my upgrade to change/improve my ads? You said to create them according to all the new changes, but when do we implement them. I’m thinking it might make sense to wait and use the new tools available such as the insert keyword feature?
2. My keywords are long, some of them are 25-35 characters, if I put that in the title, I have little more I can add, am I misunderstanding something? Example, keyword - Lincoln City Oregon Beach House Rental.

Thanks, Gae
6. Five Best-Practices at Ya&hellip | February 11th, 2007 at 10:23 pm

[…] With this launch, Yahoo! is happy to spread the word by providing tips to advertisers with explanations: […]
7. mark wells | February 19th, 2007 at 12:25 pm

i just want to be able to edit the bid amounts, all on one page - with 600+ keywords, I do not have the time to open a page (with a cute little graph that really adds no value) to edit each keyword bid separately.
8. Weekly Roundup, February &hellip | July 10th, 2007 at 3:55 am

[…] And a bit more succinctly on their blog […]
9. freepornclips | September 17th, 2007 at 11:29 pm

Hi!