Search Yahoo News for the term [advertising recession], and you'll see about 1,200 results. But things could be worse, as another arm of the company is seeking to address the problem with some upgrades to its Content Match advertising product.
Don't look for a host of press releases or a lot of hoopla; you shouldn't even mark a specific date on your calendar. It seems that Yahoo's been making changes for several months, and several advertisers have already seen improvements.
A post on the Yahoo Search Marketing Blog explains, "The new technology not only attempts to understand what the content is on a page, but also, who is viewing it, which helps you get your ad in front of the right customer. Content Match now combines a better understanding of web page and ad content with insights from users' geographic and behavioral profiles. This combination can lead to more relevant clicks."
Bankrate.com's director of interactive marketing seems to agree. "Yahoo!'s Content Match Network refocus on quality and relevancy has improved the delivery of the right message to the right person at the right time," Rafael Zorilla stated. And yes, this is the same Bankrate that recently saw fit to buy a blog for $15 million, so Yahoo's winning over companies of some importance.
Higher click-through rates are a big lure. It wouldn't be surprising if these developments cause more than a few other businesses to give Content Match a shot.
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i think
they actually need a content network. The new technology might help get sites with volume on board at least.
Google, All The Way
There are simply too many useful features with google that simply don't exist (or don't come close to matching up) with yahoo. Pay Per Click is fine, although I actually like Google's bidding options better than Yahoo's. I think of it like this:
Google is in the dictionary - the reason for that is how popular it is for searching the web. People trust Google. Almost every other search engine (from a Scented Candle business's advertising perspective) is mostly periferal to the general public.
Plus google already has demographic control in their PPC campaigns, AND you don't have to constantly view who has been outbidding you for a first-page slot.
Hopefully Yahoo catches up to Google
With Google being so dominant around the world, I truly hope Yahoo at least comes close to being the preferred search engine. What would happen if Google went down? We really should start using Yahoo and other search engines a bit more, so I am glad Yahoo is showing signs of change. Right now I am focusing on Yahoo with my traverus travel related websites and not Google.
Finally Yahoo has addressed it's weaknesses
Yahoo has allways been the second runner up for PPC ads. I've allways bundeled up the most important PPC facts whenever I speak with a client. But as an PPC advertiser I hated Yahoo's quality. I've noticed a slight difference, but I would really like it if Yahoo will stop using my negative keywords within those adds.
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