zulu_dude - 9:10 am on Oct 19, 2006 (gmt 0)

While I was analyzing our PPC traffic a couple of weeks ago, I noticed the huge amount of terrible traffic that Yahoo was sending our way.

I was just about to cancel our account and drop them like a hot potato, but then I realised that on average (content and search networks) Yahoo has the same eventual cost-per-action as Google has for just the search network.

In short, this means that if we could opt-out of the Yahoo 'partners', the cost-per-action from Yahoo would be far better than Google. However, the utter rubbishness of the Yahoo 'partners' means that the average is dragged down.

Personally, I'm happy to drop Yahoo as soon as their cost-per-action drops below Google's, purely so that I never have to use their terrible ad management interface!