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Is YPN's issue targeting or advertisers?

 6:50 pm on Dec 1, 2006 (gmt 0)

After talking to the YPN people at Pubcon, I decided to give them another chance against Adsense. Unfortunately, I was quickly reminded why I turned them way down, and then off, six months ago. I'd love for them to work, but the click rate and eCPM don't come close to Adsense (not that those numbers are as high as I'd like either). Head to head, though, YPN is running at roughly 20% of Adsense (which itself is currently at the lower end of its range).

Looking at the ads, it's easy to see why. With Google, I'm getting a good mix of very targeted ads. Some are quite likely advertiser selected, but most, I assume, are contextually determined.

Yahoo, meanwhile, has somewhat appropriate ads but they are much more broadly targeted - more of a category match (yes, I have turned that on) or slightly better. Here's a fictional example:

Page Topic: Auto Racing Driver Danica Patrick Changes Teams

Google Ads:
Buy Indy 500 Tickets
Racing Team Jackets

Yahoo Ads:
Buy Car Insurance
Cheap Auto Loans

I just made those up, but they give the flavor of the problem. It seems like there are two main possibilities: (1) Yahoo can't analyze the pages as well as Google or (2) Yahoo knows what's on the page, but doesn't have the advertisers to deliver more specific ads.

Since Yahoo own search engine results aren't entirely random, I have to assume the problem is that they just don't have the quantity of ads and advertisers to match with the page content.

Thoughts? For those of you who are regular YPN users, have you seen any trend in the quality of ads and ad targeting?



 7:06 pm on Dec 1, 2006 (gmt 0)

Is YPN's issue targeting or advertisers?

I thinks it's both. Lack of advertizers for a target market makes targeting ads for that market almost impossible.

Maybe it's not that way in all market segments, but it sure looks that way in my area.

I keep trying though because I'd really like to see YPN work for me. But so far the best I've done with them ranges from not quite as good as Adsense to a lot worse than Adsense.

My YPN EPC is great, it's the low, low, low CTR that kills it for me. I assume the low CTR is because of the poor targeting.


 7:14 pm on Dec 1, 2006 (gmt 0)

>>My YPN EPC is great, it's the low, low, low CTR that kills it for me

That's been my experience, too. EPC is acceptable, and sometimes very good, but CTR is low.


 3:53 am on Dec 9, 2006 (gmt 0)

I think it's a targeting problem.

I have some pages where I ran AdSense for a while and got very good targeting. Then I removed AdSense and put up YPN in the same location.

The ads YPN displayed were ridiculous. On the YPN ad setup page, they offer the option of an alternative color for when no ads are available. Since YPN is showing off-target ads instead of the alternative color I selected, that would seem to indicate their targeting doesn't work very well.



 5:27 pm on Dec 9, 2006 (gmt 0)

in my sector, ypn six months ago was a lot better than it is now... nowadays it's lousy epc, fewer advertisers and horrible targeting, with no help for the latter from ypn support anymore.

the ypn program has sunk to a pathetic level.


 1:14 am on Dec 10, 2006 (gmt 0)

I just got done doing a little bit of testing with YPN vs. Google. I made a lot of overall discoveries.

>>>I have to assume the problem is that they just don't have the quantity of ads and advertisers to match with the page content.

From what I've seen, its the targeting almost all of the time, and not the inventory. I've had an apples page show ads for binoculars (that far off - total made up examples though) and then have had a pear page show an ad for apples. So, I know they have apples inventory... they just don't seem to match it with my apples page. I was able to use category targeting, but the category is amazingly broad. So, I no longer had ads for binoculars on the apples page, but I didn't have ads for apples either. But the ads were at least "food" related.

If they are going to rely on category targeting, I'd at least like to see the category get a bit more granular level. i.e. right now you can only designate Food. I'd like to see Food > Fruits or Food > Fruits > Tropical.

I found several other issues that I think contribute to the lower earnings in most categories I've tried with YPN (that said, there are some where they kick ass), but by far, the relevancy issues were the largest.

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