The day after the Super Bowl is coming fast, and with it will be the formal, no-kidding, here it is, launch of the new Yahoo advertising system. Yahoo wants you to be ready for the switch.
Five Tips To Prepare For Yahoo Panama
Greater relevance of ad placement will be what makes or breaks Panama, Yahoo’s updated online ad system. If it can work as well as Yahoo hopes, their paid search and contextual ad revenue should enjoy an uptick, and with that perhaps some movement in their stock price.
To get ready for that, Yahoo’s Search Marketing Blog suggested five best practices for advertisers to follow:
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:
1. Include keywords in your ad (use our Insert Keyword feature).
2. Carefully determine keywords for your ad group.
3. Use ad testing to learn which messages are performing best for you, based on click-through rate normalized for position
4. Use our Excluded Keyword feature to help optimize your Advanced match type.
5. Review your current bids and set a campaign budget to meet your business goals.
Ads in the new system will be ranked by bid amount and add quality instead of just keyword pricing as before. Yahoo noted that conceivably a lower bid ad could place about a higher bid if it has a better quality index score.
That doesn’t mean Yahoo is about to sacrifice profitability completely. Bids will have to be competitive as well as good quality to get into the mix.
Instead of taking in the six-plus hours of pre-game activity on Sunday, it might be a good idea to review the helpful material Yahoo provides to get ready for Monday’s Panama debut. Just be sure not to overcook the pizza rolls.
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David Utter is a staff writer for murdok covering technology and business.
