New Search Improvements for the New Year

Yahoo! rings in 2010 with search advertising enhancements that deliver

Last fall, I answered the question “Does search still matter to Yahoo!” with a definitive YES. But words only go so far, which is why Yahoo! is rolling out new search enhancements for users and advertisers.

All about control
Next week, we’ll update our Sponsored Search product with two new features aimed at giving advertisers more transparency into and control over their accounts. Our Network Distribution feature will let you run your ads on Yahoo! search pages, our partners’ sites, or both. If you run your ads on our entire network, you can also set different bids for Yahoo! or its partners.

We’re also launching a new tool that makes it easier for you to get started with Yahoo! Search Marketing. We know there are many advertisers who use other search marketing providers such as Google Adwords, so we’ve built a feature allowing easy and efficient conversion of your AdWords campaign data into Yahoo! Search Marketing campaigns. You can import your files by simply clicking the “Import Campaigns” button. We believe the ease of launching campaigns with your existing data will encourage more advertisers to use Yahoo! search. You’ll hear more about both of these new features in the coming weeks.

New Year, New Search Enhancements @ Yahoo! Video

Our sales team has some new tools to help advertisers who work with a Yahoo! account representative, including a web-to-mobile migration tool that makes it easy to move a traditional paid search campaign to our mobile paid search platform. Another tool automatically adds relevant new long-tail keywords to a campaign as our systems show that users are now searching for them. Additionally, we know that advertisers can add thousands of keywords/terms into their account at any given time, so we built a tool that can group them into ad groups by relevance automatically.

More relevant searches
More than 2.5 billion searches are conducted on Yahoo! monthly (comScore, November 2009), and we’re constantly tweaking our search results page to make it easier for users to find things. The more relevant our searches, the more targeted opportunities advertisers will find. Our new search results page makes it easier to sort and filter results, including shortcuts that shows up-to-the minute tweets and news links for breaking headlines.

Since not all Web information is text-based, we’ve also launched better ways to sort multimedia searches. Our video search refiner lets users explore their favorite TV shows, movies and musicians in an intuitive way. The image search refiner lets people explore celebrities and places of interest and easily find more contextual information about them.

Better results for advertisers
Are our search initiatives working? That’s what we’re hearing from our advertisers. Covario, a leader in software and services for paid and organic search management, recently reported that the cost of clicks on Yahoo! decreased for their clients by 20-25%, and as a result their clients increased spending on Yahoo! by 36.5% in the fourth quarter of last year. The Pronto Network, a leading shopping comparison site owned by IAC, increased their ROI by 5-8% after seeing a 10-15% drop in the amount they were paying for clicks, and adjusting their bids to secure the best possible placements of their ads.

Try out these new features or talk to your account manager for more information. I look forward to telling you about more search advances in the coming months—and invite you to take a closer look at us to see if Yahoo! can bring you the same kinds of results.

—David Pann, Yahoo! vice-president and general manager of search marketing

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53 Comments Add your own

1. New Search Improvements f&hellip | January 14th, 2010 at 10:04 am

[...] more, visit the Yahoo! Search Marketing Blog. Posted by [...]
2. Yahoo Sponsored Search Ge&hellip | January 14th, 2010 at 1:02 pm

[...] efficient conversion of your AdWords campaign data into Yahoo! Search Marketing campaigns," says Yahoo VP and general manager of search marketing David Pann. Users can import files by clicking [...]
3. Yahoo! to Update Sponsore&hellip | January 14th, 2010 at 1:11 pm

[...] 14, 2010 於 9:10 下午 · 歸檔於 Uncategorized Next week, Yahoo! plans to release two updates to their Sponsored Search [...]
4. Yahoo Adds Network Distri&hellip | January 14th, 2010 at 1:25 pm

[...] After about a quarter of Yahoo Search Marketing not announcing any major product updates, Yahoo has announced two new features to the search ad product. The first feature is named Network Distribution and [...]
5. Yahoo Sponsored Search Ge&hellip | January 14th, 2010 at 3:11 pm

[...] conversion of your AdWords the data of campaign in Yahoo! Seek Marketing campaigns,” says Yahoo VP and general manager of search marketing David [...]
6. Yahoo! to Update Sponsore&hellip | January 14th, 2010 at 4:09 pm

[...] week, Yahoo! plans to release two updates to their Sponsored Search [...]
7. Yahoo! to Update Sponsore&hellip | January 14th, 2010 at 4:34 pm

[...] week, Yahoo! plans to release two updates to their Sponsored Search [...]
8. Yahoo Gears Up for 2010&#&hellip | January 14th, 2010 at 4:43 pm

[...] straight from its Search Marketing Blog, Yahoo is announcing several enhancements to its search advertising programs starting with updating [...]
9. Yahoo! to Update Sponsore&hellip | January 14th, 2010 at 5:22 pm

[...] week, Yahoo! plans to release two updates to their Sponsored Search [...]
10. Landon S Lang | January 14th, 2010 at 10:47 pm

Kudos to Yahoo team for making these improvements. For the auto-add long tail keyword tool, how much control we wield over it? I hope its not too automated as that will potentially damage the campaign.
11. Yahoo Search Improves&hellip | January 14th, 2010 at 10:48 pm

[...] Source: http://www.ysmblog.com/blog/2010/01/14/new-search-improvements/ [...]
12. Tech Maish | January 14th, 2010 at 11:32 pm

This is great for new year.
13. Yahoo! Search Marketing 2&hellip | January 15th, 2010 at 2:03 pm

[...] Here is the Yahoo! 2010 Search Improvements Video which should serve alongside reading the post which can be read here. [...]
14. Yahoo! to Update Sponsore&hellip | January 15th, 2010 at 2:20 pm

[...] week, Yahoo! plans to release two updates to their Sponsored Search [...]
15. Yahoo Speaks Search Adver&hellip | January 15th, 2010 at 6:04 pm

[...] may still be around, but I dropped that from Overflight a couple of years ago. I liked Yahoo’s “New Search Improvements for the New Year: Yahoo! rings in 2010 with search advertising enhancements ….” The phrase “search advertising” is clear to me. Yahoo wants to do a better job selling ads. [...]
16. Yahoo! to Update Sponsore&hellip | January 16th, 2010 at 12:03 am

[...] week, Yahoo! plans to release two updates to their Sponsored Search [...]
17. Yahoo Sponsored Search Im&hellip | January 17th, 2010 at 9:24 am

[...] on FriendFeed Leave a Comment Yahoo will be rolling out two new features for it’s sponsored search program, that will likely give advertisers more transparency & [...]
18. Mininoticias de la semana&hellip | January 18th, 2010 at 2:39 am

[...] 14/01/2010 – adCenter reemplazaría Yahoo! Search Marketing cuando se cierren los acuerdos. [...]
19. This Week In Internet Mar&hellip | January 18th, 2010 at 5:35 pm

[...] Yahoo! Introduces New Search Improvements In Paid Search [...]
20. New Improved Yahoo Sponso&hellip | January 20th, 2010 at 4:35 am

[...] feed to get a daily digest of news around search engine industry. Yahoo! is planning to launch its enhanced Sponsored Search with two add on features next week. Network distribution and AdWords Import features are aimed at [...]
21. Yahoo Does Still Care Abo&hellip | January 21st, 2010 at 12:04 pm

[...] to the YSMBlog, Yahoo has come into the New Year with some enhancements that will benefit users and advertisers. [...]
22. Yahoo Launches New Search&hellip | January 24th, 2010 at 2:38 pm

[...] prove its ongoing dedication to search marketing, Yahoo announced several enhancements to its search advertising programs starting with updating its Sponsored Search [...]
23. Clovis | January 25th, 2010 at 12:53 pm

I have been looking and can’t see how & where my ad piece can fit in and be advertised successfully in Yahoo, in the US and Europe? Here is my ad ready to go the way of traditional PRINT CLASSIFIEDS in papers: FLEE THE WINTER & SAVE $$$ Own a farm in Uruguay (US$8,880.) land of cheap honey/steaks/wines & in the winter pineapples grow! cls33138@yahoo.com
24. Clovis | January 25th, 2010 at 12:53 pm

I have been looking and can’t see how & where my ad piece can fit in and be advertised successfully in Yahoo, in the US and Europe? Here is my ad ready to go the way of traditional PRINT CLASSIFIEDS in papers: FLEE THE WINTER & SAVE $$$ Own a farm in Uruguay (US$8,880.) land of cheap honey/steaks/wines & in the winter pineapples grow! cls33138@yahoo.com
25. Clovis | January 25th, 2010 at 1:10 pm

I have been looking and can’t see how & where my ad piece can fit in and be advertised successfully in Yahoo-in the US and Europe? Here is my ad ready to go the way of traditional PRINT CLASSIFIEDS = business & opportunities, in papers: FLEE THE WINTER & SAVE $$$ Own a farm in Uruguay (US$8,880.) land of cheap honey/steaks/wines & in the winter pineapples grow! cls33138@yahoo.com
26. ReImagen.com » Blog&hellip | January 26th, 2010 at 6:14 am

[...] 14/01/2010 – adCenter reemplazaría Yahoo! Search Marketing cuando se cierren los acuerdos. [...]
27. Yahoo Search Marketing St&hellip | January 26th, 2010 at 7:43 am

[...] have come some fine new improvements from Yahoo Search Marketing. On January 12th Yahoo announced increased control of the content network as well as the ability to import AdWords campaigns directly into Yahoo (this should have been there [...]
28. healthy tips advice | January 27th, 2010 at 7:03 am

I hope The New Search Improvements will help most of the internet user
29. Kenya Safari | January 27th, 2010 at 11:41 am

i have been and will continue to use yahoo for my Kenya safaris website promotion simply because when it comes to keywords and cost per click in my niche yahoo still is the better option simply because it is affordable.
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31. New Improved Yahoo Sponso&hellip | January 27th, 2010 at 11:47 pm

[...] is planning to launch its enhanced Sponsored Search with two add on features next week. Network distribution and AdWords Import features are aimed at [...]
32. MyflashXML | January 28th, 2010 at 11:49 pm

Well nice features as we are at http://www.myflashxml.com advertising already a lot with google adwords regarding the flash templates & website template. Unfortunatly, we add about 100 keywords, and the result, is a drop down of the yahoo click !!
Now it starts to grow up again but it is a strange result )
Maybe someone have a clue on this ?
33. The Unit | January 30th, 2010 at 1:00 pm

Good Deal.
34. Karmaloop | January 31st, 2010 at 11:58 am

Might have to start using Yahoo for advertising! Thanks for the update.
35. Yahoo Search Marketing Im&hellip | January 31st, 2010 at 8:53 pm

[...] The Yahoo Search Marketing system has introduced some changes for 2010 so you can have more control over your campaigns. Take a look at their video below. More details on the improvements to Yahoo Search in 2010, see their post here. [...]
36. Frank Paolino | February 6th, 2010 at 1:46 pm

I am still nervous about Yahoo business practices. That last “improvement” caused them to mess up my search terms. I specifically use “Lotus Notes spam” which is finite. They started “helping” me by just using the term “spam” which drove my costs up from $500 a month to $5,000. When I talked to them, they denied their change had anything to do with it, and said I should be happy for the extra (useless) clicks! Aaaaarg. I cancelled my Yahoo account.
37. Frank Paolino | February 6th, 2010 at 2:03 pm

As a follow up, here is the communication from Yahoo and my reply:
This is a courtesy notice to inform you that the minimum bid requirement on one or more of the keywords in your account ‘Mayflower Software’ has recently decreased. This means that your ad(s) associated with these keywords are now eligible to be displayed in search results.

My reply:
PLEASE DONT TOUCH MY ACCOUNT EVER AGAIN

You cost me over $5,000 by changing it and I want a refund!

Frank Paolino
MayFlower Software
38. Yahoo! Rolls Out Network &hellip | February 18th, 2010 at 7:35 pm

[...] advertisers may be wondering whether Yahoo! still cares about search. The answer, according to the Yahoo! Search Marketing Blog, is a resounding "Yes." In fact, Yahoo! recently rolled out several new features, one of [...]
39. Speaking of Search - Blue&hellip | February 23rd, 2010 at 12:21 pm

[...] talked about our latest innovations in paid search, including our network distribution feature and the Yahoo! Search Marketing Desktop. “We’re [...]
40. Speaking of Search | Hell&hellip | March 1st, 2010 at 10:59 pm

[...] talked about our latest innovations in paid search, including our network distribution feature and the Yahoo! Search Marketing Desktop. “We’re [...]
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Adwords is really good in driving traffic to your website. however, they are very strict right now and they would not easily approve websites that they thought have low quality content. *
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46. barkod sistemi | July 18th, 2010 at 2:53 pm

Kudos to Yahoo team for making these improvements. For the auto-add long tail keyword tool, how much control we wield over it? I hope its not too automated as that will potentially damage the campaign.
47. barkod | July 18th, 2010 at 2:53 pm

i have been and will continue to use yahoo for my Kenya safaris website promotion simply because when it comes to keywords and cost per click in my niche yahoo still is the better option simply because it is affordable.
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