Yahoo! Search Marketing Launches New Model
Yahoo! Search Marketing Launches New Search Marketing Ranking Model
New model rewards relevancy and ad quality
Sydney, 29 October 2007 – Yahoo! Search Marketing, a leader in Internet search advertising, today announced the availability of its new search marketing ranking model in Australia and New Zealand. With the new ranking model, all Yahoo! Search Marketing ads in Australia and New Zealand will be ranked by quality in addition to the keyword bid price. As a result, Yahoo! Search Marketing will be able to provide a more relevant search experience to users, more valuable customer leads to advertisers and additional opportunities to distribution partners.
To date, Yahoo! Search Marketing search ads have been ranked solely by bid price – the higher the bid – the higher an ad appears within the search results. With the new ranking model, both bid and the ad’s quality together will determine where an ad appears in the search results. The quality of an ad will be determined by its historical performance in the new system and its expected performance relative to other ads displayed at the same time. Ads of higher quality will generally receive better placement on the results page.
“The new quality-focused ranking model rewards our advertisers for effective and relevant search ads which successfully connect Internet users with the advertiser’s business, products or services they are searching for,” said Willie Pang, Head of Yahoo! Search Marketing, Australia and New Zealand. “We firmly believe that delivering more relevant ads to users will result in more quality leads to advertisers, invite even more participation across our distribution network and ultimately create a more valuable marketplace for users, advertisers, publishers and Yahoo! Search Marketing.”
With this change, Yahoo! Search Marketing is providing advertisers with industry-leading marketplace visibility and features that allow them to better understand their performance and make informed marketing decisions. Advertisers who upgrade to the new system can gauge the quality of their ads by viewing the prominently displayed quality index within the application. Yahoo! Search Marketing also provides advertisers with an estimated average position and estimated forecast of clicks for their ad campaigns, based on budget allocation and ad quality.