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Yahoo Publisher Contextual Advertising Network Forum

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YPN: Verdict Is Still Out

 4:06 am on Dec 11, 2005 (gmt 0)

My sentiment so far:

YPN has a higher EPC, but the CTR is horrible compared to Google. The benefits of ad targeting is shown in all its glory - crappy ads out of context means low CTR. Low CTR translates to unhappy YPN buyers and publishers. Somewhere in the middle is a common ground. YPN needs to beef up ad inventory and deliver the praises of those benefits to advertisers.

YPN teased me in the beginning with high EPC but over time, eCPM has fallen. EPC was adjusted as well. This is the balance.

For myself, the verdict is still out whether YPN is better than Google. It all boils down to who can deliver the bestearnings stream at the end of the day time over time.

YPN needs to place higher emphasis on YPN supported sites in SERP for obvious reasons. YPN should also limit the future number of advertisers in their network to keep existing beta members. By taking more than they can chew, they risk having beta members exiting the program (out of sheer greed of it all).

Just my 2c.



 5:39 pm on Dec 11, 2005 (gmt 0)

Sorry to burst your bubble, but I don't think your SERPS idea or limiting the number of publishers who can display YPN ads is very good for Yahoo at all.

I don't think it's them who are being greedy here.


 7:55 pm on Dec 11, 2005 (gmt 0)

If you were a search engine company offering PPC, what would you rather have:

a) Top 10 listed SERPS using your competitor's PPC on page 1, and next 10 listed SERPS using your competitor's PPC on page 2
b) Top 10 listed SERPS using your competitor's PPC on page 1 and the next 10 listed SERPS using your PPC on page 2
c) Top 10 listed SERPS using your PPC on page 1 and the next 10 listed SERPS on page 2

Each listing is worth something to the search engine/PPC, as it is REFERRING business to MAKE REVENUE based on VOLUME TRAFFIC from being in those slots. As SERP listing goes down to higher page numbers, the searcher is less inclined to even visit the site.

Greed? Its called GOOD BUSINESS. Bubble? You live in a vacuum.


 11:10 pm on Dec 11, 2005 (gmt 0)

I'm doing utterly fantastic with Yahoo right now. I am well aware that adding more publishers to the system will lower tomorrow's bottom line. But I also know that if Yahoo doesn't do that, then they won't make enough money to warrant keeping the system running at all. So I welcome further inclusions, knowing that it's good for all of us in the long run.

Per your other point, as a searcher, I'm not inclined to use a search engine that mixes editorial and paid results in an unclear way. I want relevant results, not spam.

But maybe that's just me, in my vaccuum.

Or maybe that's part of why Google has become so popular for search while other SE's have lost ground. Google succeeded because as an SE it gives the searchers what they want, at the expense of what you call "GOOD BUSINESS."


 1:41 am on Dec 12, 2005 (gmt 0)

Who is to say Yahoo HAS to open it like Google has?

What if Yahoo did something better.

What if Yahoo only invited sites like they do now, so they could get the cream of the crop?

Take the few good apples.

Leave AdSense with the rotten cores.

And us YPN Publishers win.


 2:31 am on Dec 12, 2005 (gmt 0)

Sounds like someone doesn't want to share the wealth. ;)

Well actually, I agree with you as well. I hope that Yahoo remains slightly more selective and airs on the side of caution and doesn't allow any bad publishers to get into the system spoiling it for the publishers who are trying to make a legitimate living.


 2:33 am on Dec 12, 2005 (gmt 0)


I think perhaps Adsense will be the Wal-Mart

maybe YPN can be the Circuit City? ^^


 8:48 pm on Dec 13, 2005 (gmt 0)

I'd like to put it differently.

Adsense the hamburger.
Yahoo the Filet Mignon.


 8:53 pm on Dec 13, 2005 (gmt 0)

Adsense the beer
YPN the Dom Perignon


 8:19 am on Dec 14, 2005 (gmt 0)

Yeah, this'll happen. Why would Yahoo want a hundred times as many publishers and a hundred times as much ad inventory, when it can just stick with its beta testers?


 10:57 pm on Dec 14, 2005 (gmt 0)

Well, I know they are going to have to allow more publishers in eventually, but I hope they are more selective.

For example, instead of accepting a site into YPN and allowing the webmaster to place YPN ad code on ALL of his sites, why not manually approve each site that YPN code is placed on. That way, there would be NO "Made for YPN" sites or the like. It might take some extra work (because most webmasters have at least 3 or 4 websites), but it will be more than worth it for Yahoo in the long run.


 7:16 pm on Dec 15, 2005 (gmt 0)

I can see that I'm not testing Yahoo on enough pages to be able to compare. So now I have to decide if I want to convert my smaller site to Yahoo, try it for a month then compare. I think I'll wait till Jan as things are so variable during the holidays.

One thing I noticed is when Yahoo targets it's done very well indeed. But there are a lot more pages it just can't target.


 2:15 pm on Dec 16, 2005 (gmt 0)

Well the verdict isn't out for me. I can tell that Yahoo's Ad program is NOT compatible for my web site & its visitors. Had 1 click & a click through rate of 0.3%...

Compared to the 18.9% click through I experince with Google Adsense...

Despite the 3.5 times greater revenue that I received from Yahoo for that one click as compared to what I usually earn from Google...

The dreadfully low click through makes the higher EPC mute...

Bottomline.... Testing Yahoo's Ad program is KILLING my earnings on the web site I have been conducting my trial, and I'm switching back to Google AdSense immediately.

Thank you for the opportunity to test your product Yahoo. I wish you, and your publishers & advertisers well.

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