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Yahoo PPC versus PPP
Any Advantage to PPP?
ptietze

10+ Year Member



 
Msg#: 2090 posted 11:53 am on Apr 14, 2004 (gmt 0)

Is there any advantage in using the Yahoo PPP program (Pay for inclusion in the directory, Pay for inclusion in Site Match, Pay per click in Site Match) over the original Overture pay per click program? With the Overture PPC, you can control the price per click, decide on how much you want to spend to achieve position, and suspend your ad. With PPP you have no control, except if your account runs out of money.

Am I missing something?

 

Warren

10+ Year Member



 
Msg#: 2090 posted 12:03 pm on Apr 14, 2004 (gmt 0)

One of the major differences is where your listing will appear.

In OSM, it appears in the SERPs across a very wide distribution network.

In P4P, your listing appears in the advertising section.

It has been discussed before, but their is great benefit in appearing in both, because some people click on the ads, others on the SERPS.

Also, the two programs will have slightly different distribution.

258cib

10+ Year Member



 
Msg#: 2090 posted 12:40 pm on Apr 14, 2004 (gmt 0)

Your question is being asked by many. The Wall Street Journal today has an article on it.

The article says that a maker of home central-vacuum system paid $1,000 in fees for "paid inclusion" and didn't see any benefit: the ranked no closer to the top of Yahoo's search results.

According to the article, advertisers say Yahoo implies their sites will fare better in search results for paid inclusion. That's wrong, of course, it merely guarantee inclusion without boosting the order in which results show up. Just like you, "That leaves some potential advertisers wondering just what they are paying for, particularly if their site already is included in Yahoo's search results," says the article.

The article does note that "the program has won some fans."

Interestingly, the article says some Web-site operators say their rankings in Yahoo searches improved after they began participating in the paid-inclusion program, using widgets.com as an example.

But, then the article quotes a Yahoo spokeswoman saying widgets' rankings probably improved because of changes the company made to its site, which the web site confirms.

The article says smaller Web-site operators may find the price ( as much as $49 a year for a single Web page, plus as much as 30 cents each time a user clicks on the participant's Web site, according to WSJ) -- too steep and quotes several SEO-types saying don't do it.

The article concludes that even Yahoo says the program is for Web sites that change content frequently and that "Yahoo acknowledges that the program is confusing some Web-site operators and potential advertisers.

The biggest "misconception," Mr. Semel says, is that participating in the program automatically improves a site's ranking. The team that writes the software that determines rankings is kept separate from the paid-inclusion team. A spokeswoman says Yahoo is stepping up efforts to explain what the program does -- and doesn't -- do through speeches, meetings and online discussion sites.

There's more in the article. ("Some Web Sites Question Yahoo's 'Paid Inclusion' Plan," Wall Street Journal, April 14, 2004; Page B1.)

[edited by: Brett_Tabke at 11:31 am (utc) on April 22, 2004]
[edit reason] no specific urls please. [/edit]

ptietze

10+ Year Member



 
Msg#: 2090 posted 1:23 pm on Apr 14, 2004 (gmt 0)

Thanks for your replies,

Another advantage to the Overture PPC program is that particiption does not remove any free listing you already have. I know that Yahoo states that participation in Site Match will not affect any exisiting free listing, but that has not been my experience with Inktomi PFI and MSN listings.

markd

WebmasterWorld Senior Member 10+ Year Member



 
Msg#: 2090 posted 1:52 pm on Apr 14, 2004 (gmt 0)

IMHO it's madness that you can't put a budget cap on Yahoo's PFI/PFC programme, and that (if my understanding is correct) you have to pay to have the URL 'reviewed' again if you decide that you have spend enough in a given period and let it run out and then want to revive the campaign.

There are so many holes in this Yahoo programme!

ptietze

10+ Year Member



 
Msg#: 2090 posted 2:13 pm on Apr 14, 2004 (gmt 0)

258cib,

I just read the WS Journal article. I did not realize that the editorial review process included advice to improve serps position.

"Yahoo also advises site operators on how to improve their relevance to user's queries, such as by including certain keywords or eliminating unnecessary computer code."

Is this true?

isugari

10+ Year Member



 
Msg#: 2090 posted 9:25 pm on Apr 14, 2004 (gmt 0)

Anyone have a link to this Wall Street journal article? Thanks!

IITian

10+ Year Member



 
Msg#: 2090 posted 10:01 pm on Apr 14, 2004 (gmt 0)

>"Yahoo also advises site operators on how to improve their relevance to user's queries, such as by including certain keywords or eliminating unnecessary computer code."

From what I have read, this sounds true.

A hypothetical example:

Siteowner: I want to improve my ranking. What should I do?
Y!: Have you thought of adding <widget> to your title?
SO: But I already have two mentions there. Ah, I see what you mean. Let me mention <widget> two more times?
Y!: <widget> in the title 4 times! No, way. Only Y! is allowed to do so.
SO: Oh, I get it. I will mention it only 3 times. Now what about my keyword density? Is 20% this too high, I read on WebmasterWorld that 3-7% is the best.
Y!: Oh them? Do you know we have 32% kwd on our famous portal and while we cannot tell you the exact optimal density, over lunch break I heard from the algo guys that other businesses can have keyword density as high as 5% below our own kwd. Hope I didn't tell you the actual number because as per own guidelines we cannot give out such info. Hehe, it seems you spent $300,000 on our program last month, yes I am free this Friday evening. What do you have in mind?

outland88

WebmasterWorld Senior Member 10+ Year Member



 
Msg#: 2090 posted 2:18 am on Apr 15, 2004 (gmt 0)

>I just read the WS Journal article. I did not realize that the editorial review process included advice to improve serps position.

Inktomi PFI always had this. It wasn't much count. Realistically most of the people doing the selling don't have much experience at optimization. If you're relying on their expertize to increase results you're in trouble.

Yahoo_Mike

10+ Year Member



 
Msg#: 2090 posted 5:25 pm on Apr 20, 2004 (gmt 0)

markd

>>>>
IMHO it's madness that you can't put a budget cap on Yahoo's PFI/PFC programme, and that (if my understanding is correct) you have to pay to have the URL 'reviewed' again if you decide that you have spend enough in a given period and let it run out and then want to revive the campaign.
>>>>

You can put a cap on your Site Match budget. You can either choose to have a monthly limit on the amount spent or set a total limit for the PPC fees. In each case, once you hit the limit your URLs are deactivated. In the monthly case, it is reactivated (and you are charged) the next month. In the latter case, you must add funds to your account.

HOWEVER, you do NOT pay to have the URL reviewed again.

soapystar

WebmasterWorld Senior Member 10+ Year Member



 
Msg#: 2090 posted 5:54 pm on Apr 20, 2004 (gmt 0)

if you cap the budget and run out of funds is the url prevented from being displayed? I only ask because if the aim is to have the best serps and a url has been acccepted though the editorial process why wouldnt you want it to appear exactly where it ranked before the budget ran out?

sysdomatic

10+ Year Member



 
Msg#: 2090 posted 3:53 am on Apr 21, 2004 (gmt 0)

If I go past my PPC funds and a URL is deactivated; how long until the sitematch becomes active again once I deposit new funds? Thanks.

Yahoo_Mike

10+ Year Member



 
Msg#: 2090 posted 5:12 am on Apr 22, 2004 (gmt 0)


>>>
If I go past my PPC funds and a URL is deactivated; how long until the sitematch becomes active again once I deposit new funds? Thanks.
>>>

It's basically "immediate", with the caveat being that it may take a few hours to show up.

soapystar

WebmasterWorld Senior Member 10+ Year Member



 
Msg#: 2090 posted 7:10 am on Apr 22, 2004 (gmt 0)

if you cap the budget and run out of funds is the url prevented from being displayed? I only ask because if the aim is to have the best serps and a url has been acccepted though the editorial process why wouldnt you want it to appear exactly where it ranked before the budget ran out?

if this doesnt happen can someone please correct me.

sysdomatic

10+ Year Member



 
Msg#: 2090 posted 11:08 am on Apr 22, 2004 (gmt 0)

My budget ran out on my site, my site was temporarily dropped from Sitematch, and I noticed no difference in where I appeared in the SERP's.

soapystar

WebmasterWorld Senior Member 10+ Year Member



 
Msg#: 2090 posted 2:10 pm on Apr 22, 2004 (gmt 0)

i stand corrected and am pleased for the first time to be able to say, Yahoo, well done!

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