So Yahoo are currently rolling out ’Project Panama’ their new search marketing platform. The new platform brings their service more in line with Google’s Adwords programme; making things a lot easier for those of us who use multiple systems.
Most importantly the new system will now rank advertisers based on both site quality and their maximum cost per click. Some of the other key features of the new platform include an improved ad group structure, ad testing functionality, conversion analytics & campaign scheduling. Better budgeting control will be especially beneficial for smaller businesses.
Having used Yahoo Search in Australia for some time I’m looking forward to being able to utilise the NZ only targeting option that will be available with Panama.
Yahoo Panama! was a huge disappointment for me in the US. It has bugs, glitches and is still far behind Yahoo. They assign a Q.I. score at the keyword level that is supposed to rival the Google ad quality score but I haven’t seen any just reward for having relevant ads with solid CTR’s. I am planning to cover this topic on my blog seeing that I get a fair amount of questions about this subject. Check it out http://ppcpro.wordpress.com