This is my first post on this forum and am looking forward to some good dialogue. I have been an active online marketer for many years now but have limited my exposure to Google. With the current talk of Yahoo merging into a larger syndicate I figured this might be the time to start engaging their PPC engines as an additional resource.
O.K. here is the problem. After transferring several of my highly successful Google ad groups over to Yahoo I have found that the performance varies greatly from day to day. My industry is online mortgage origination so a very competitive on to say the least. After many years my Google accounts perform consistently and predictably. Yahoo on the other hand can have several days where my CTR are great 4-7% and the quality of traffic to our site is outstanding. Not matching Google conversions but good all the same. On other days the number of impressions goes through the roof and the CTR drop to around .5% or less.
Now we all know that low CTR will effect our placement position Etc… but the puzzling thing is that the quality of visitor to our site drops as well. Normal Bounce rate of around 22% on a good day but when the system goes crazy like today the bounce is up around 75%.
I talked with Yahoo and all they had to say was that the market changes from day to day but in my experience that does not hold water with true statistical analysis. I could envision smaller changes but not 50% in bounce rate. In some instance the number of Impressions has increased 10 fold with CTR dropping 4%. That would be a very quirky market where no one could survive so I’m gathering either I’m doing something wrong (no ego here, just want to succeed) or maybe there is a problem with Yahoo and I'm not aware of the work around.
Yahoo ctr and traffic will be less than Google. make sure you exclude domains with low conversions from Panama. Google doesn't let you do that right now.. Also, make sure you have negative KWs populated in Yahoo... You will see an improvement right away...