Buying
Keywords @ Yahoo.com ~ PPC (pay per click)
Yahoo's new ranking model was launched February 5, 2007
in their U.S. market.
Yahoo says the new ranking model is designed to
improve user results through higher quality search ads. When
users engage with these higher quality search ads, advertisers
will receive more interested, valuable potential customers,
helping to drive better results for your business.
Both bid amount and ad quality now
determine an ad's rank in search results.
Your bid is the maximum amount that you're
willing to pay when your ad is clicked. Yahoo! says that
you will never be charged more than this amount. Your ad's
quality is determined by:
- The ad's historical performance—determined
by its click-through rate relative to its position on the
page.
- The ad's expected performance, relative
to competing ads displayed at the same time—determined
by various relevance factors considered by Yahoo!'s ranking
algorithms.
You can gain an understanding of an ad's
quality by looking at its quality index, which
will be available to you once you've upgraded to the new Sponsored
Search system.
Example of How Ads may be Ranked
The graphic here helps illustrate a scenario that may result
from this change.
Three Things you should do to Take Advantage of the New Ranking
Model
To take advantage of the new ranking model, you should:
- Include keywords
in your ads.
- Use Excluded Words
to optimize your Advanced match type ads.
- Review your current bids and set a
budget to meet your business goals.
