We stopped using yahoo's system quite a few years ago, but when invited back to a "new and improved" system, we decided to give them a whirl.
Taking an existing 2+ year old Google Adwords campaign and porting it directly to Yahoo has had some pretty dismal results.
Specifically, an Adwords campaign that receives an average of 750+ visitors per day (and converts at slightly more than 2%, I might add) garners less than 25 visitors per day from Yahoo.
Let me say that again....750 a day from Google's PPC vs. 25 per day from Yahoo.
This using the EXACT same ads, copy, site, etc. etc. (except we're actually bidding $.10 HIGHER per click on Yahoo in an effort to try and drum up more traffic).
Our ads rank in the same positions (2-3) on both engines as well....and NO, we do not use the content networks on either engine (which brings dismal ROI)
So....I suppose my question is: Has Yahoo's market share for search fallen so far that it's simply no longer worth it to even bother with them? Are we missing something? Is Yahoo's layout simply inferior?
To be honest, we would have loved to even run a campaign that simply broke even on Yahoo for the branding value, but at this point, I think they're in dire need of someone buying them out and getting some of that talent that Google has.
[edited by: WebFusion at 9:56 pm (utc) on June 14, 2007]