Among the analysis of Yahoo’s new search marketing system by Reprise Media came the revelation that smaller monthly spenders have seen cost per click prices rise.

Work on the Panama search marketing product continues at Yahoo, with some new updates announced to assist their advertising clients.

Not as easy as ABC, but a little more systematic than that is the process of converting Google AdWords Campaign into Yahoo Panama.

GotAds gives a list of uncomplicated steps for those interested.

I’m constantly asked which search engines a rookie paid search advertiser should work with. Obviously, everyone should take part in Google AdWords, because Google covers half or more of all searches. Most marketers should also look at Yahoo!, which handles about one-quarter of all searches—their Panama platform has made them an even more interesting choice for ad spending.

Search engine marketers rely heavily on website metrics to determine what adjustments need to be made to advertising campaigns in order to increase time on site and conversion. Google has offered free analytical tools to webmasters for some time, but now site owners are starting to take notice of the new measurement tools contained within Yahoo’s Project Panama.

Yahoo gave away 0.6 percent of US search engine market share in March 2007, with Google and Microsoft gaining at Yahoo’s expense by comScore’s numbers. Higher expenses in the first quarter led to shares of YHOO sinking after hours.