Changes at Yahoo! Search Marketing
New platform ushers in search advertising enhancements
If you’re in business you’ve probably heard the famous truism, “I know that half the money I spend on advertising is wasted, I just don’t know which half,” uttered by John Wanamaker, who opened the first department store in Philadelphia in 1870.
You may also have heard that Yahoo! Search Marketing went live with a major new initiative designed, in part, to help tackle Wanamaker’s problem.
It’s a completely new, completely redesigned ad platform that provides businesses with an easier way to connect to customers, and will provide more tools and capabilities to advertisers, along with an enhanced, more relevant experience to users.
So what’s in it for me, the publisher?
If you are a publisher not currently using Yahoo! Search Marketing products, such as Sponsored Search, this release will only affect your business in small ways. The changes you should notice in your ads are those we have noted previously and include:
- The removal of ellipses (…)
- Fewer truncated words
- The inclusion of 40-character titles on certain ad units
- A change in the number of ads displayed on certain ad layouts
These changes are now live across the network. Other than that your experience should not change—at least not in the short term. Over the long term, however, this initiative, which touches systems all across Yahoo!, should improve the relevancy of your ads.
Double duty
If you are a publisher who also uses Yahoo! Search Marketing, here’s a run-down of some of the enhancements that you’ll be able to take advantage of once you have been upgraded to the new system:
- An intuitive new control panel
Using this completely redesigned, easy-to-navigate control panel will help you see what’s working and what’s not. - Fast ad activation
Most 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. - Geo-targeting
Target your customers as broadly or narrowly as you want on a geographic basis, and customize your ads to help 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 can will help you understand how well your ads are performing relative to your competitors.
For more information on the new search advertising platform visit the Yahoo! Search Marketing home page.
Wanamaker was able to open his department store because technological innovations like steam power and the telegraph provided the means to acquire and ship goods faster and at more affordable prices. The Internet has accelerated this process to lightning speed. We think that the new advertising platform will help take even more friction out of marketing, benefiting advertisers, publishers and consumers alike.
Congrats to the team who worked so hard on the new search advertising platform!
—Michael Mattis, Blog Editor
Read Comments (13) | Post Comment | categories:: Announcements, Yahoo! News
October 18th, 2006 at 6:04 am
[...] Hay más detalles sobre la nueva plataforma de la mano de Y!SM. [...]
October 18th, 2006 at 9:44 am
Is there a publisher update forthcoming to allow publishers to show alternative ads or possibly our own ‘easy ad testing’ ability? Such as automatic ad unit channels? Letting us choose how many ads show within the units (such as 4 or 5 within the towers), getting paid for adding the search function per click of an ad within the search. A form of ad links… etc?
I love YPN, but can’t wait for it to improve further. Yahoo has the ability to make this a great product, I hope they do.
October 18th, 2006 at 10:49 am
A really interesting suggestion, Gary.
I’ll pass this along to Cody, Tom and Dave, and the rest of our product guys.
Cheers!
M2
October 19th, 2006 at 12:48 am
I think this is not the place for this ? but, I cannot sign up to pay for ads. Please try it and let me know:) i start @ – searchmarketing.yahoo.com – and self serv stops @ Establishing an Account . Been like that for weeks. No place to ask for help over there:( If this is a bug, you may get a raise
ha ha
thank you
dave
yahooblog@McAllenFun.com
ps. thanks for the $75 to sign up
October 19th, 2006 at 7:37 pm
Great work!
I love yahoo! I will love YPN too.
October 25th, 2006 at 4:47 pm
[...] Last week we announced Yahoo! Search Marketing’s new search advertising platform. This enhanced platform offers advertisers more features and control, in a more intuitive interface, helping lead to higher quality ads. It’s very cool. [...]
October 30th, 2006 at 2:36 pm
[...] According to the Yahoo! Publisher Network blog, the following are the key features of the upgrade: [...]
December 17th, 2006 at 11:05 am
[...] There has been quite a bit of buzz on the paid search marketing front with the launch of the new Yahoo! Search Advertising platform aka “Panama”. At the WebmasterWorld Pubcon conference in Las Vegas, Yahoo! announced the launch during a sponsored lunch. Dan Zarrella did a good a review of that session here. [...]
December 18th, 2006 at 11:21 pm
[...] There has been quite a bit of buzz on the paid search marketing front with the launch of the new Yahoo! Search Advertising platform aka “Panama”. At the WebmasterWorld Pubcon conference in Las Vegas, Yahoo! announced the launch during a sponsored lunch. Dan Zarrella did a good a review of that session here. [...]
December 21st, 2006 at 4:09 am
[...] There has been quite a bit of buzz on the paid search marketing front with the launch of the new Yahoo! Search Advertising platform aka “Panama”. At the WebmasterWorld Pubcon conference in Las Vegas, Yahoo! announced the launch during a sponsored lunch. Dan Zarrella did a good a review of that session here. [...]
January 23rd, 2007 at 10:27 pm
[...] You’re probably hip to some of the hoopla by now. Yahoo! Search Marketing, which helps advertisers pinpoint potential customers and provides the ads that run on your pages, is in the process of upgrading U.S. advertisers to a new search marketing system. The initiative is part of an across-the-board Yahoo! effort to improve our offerings for advertisers, partners, publishers and users alike. You may have heard it referred to in the media as “Project Panama.” [...]
August 4th, 2008 at 2:56 am
[...] and provides the ads that run on your pages, is in the process of upgrading U.S. advertisers to a new search marketing system. The initiative is part of an across-the-board Yahoo! effort to improve our offerings for [...]
September 6th, 2008 at 7:12 am
[...] 7 – istartedsomethingOrange, BIC team up to launch the easy BIC phone in France | Techzter.comYahoo! Publisher Network Blog Archive Changes at Yahoo! Search Marketing Tags > No Tags < This product is also listed in Business to Business Industrial New [...]