A few things I'll throw out:
1) For those using bid management systems, you may need to change the date range upon which bid calculations are based once AdWords are displaying on Y! Search, so that more recent data is weighted more heavily.
2) You may want to put extra effort into observing your existing Yahoo campaigns to find Y! Search network partners' domains you already know you'll want to exclude from AdWords.
3) If you've been tracking ROI on YSM already, perhaps it makes sense to do some ROI modeling in advance to understand how you'd change your AdWords budgets as well as the ROI constraints your keyword mgmt system will operate to.
4) Regularly sacrifice goats, chickens and young virgins to the Quality Score gods.
5) Look at the differences in how Advanced Match and Broad Match have been working for you on Y! & G. If Broad Match works poorly on Google, expect it work even worse on Y! and so you'll perhaps want to not use it or use it only with large negative keyword lists.
6) SEM firms: work to take advantage of all the targeting options Adwords & the API support, 'cause the whole cross-platform management value-add just rode off into the sunset.
7) Get serious about conversion funnel analysis and multivariate testing to improve conversion rates from search. With this Y!/G relationship, you now have essentially the entire SEM market in the hands of the best yield management system ever devised [other than the one the airlines appear to be using #:^( ], and you need to have systems in place to optimize your own yield rather than leave it to Broad Match, or worse, Automatic Match aka The SEM Laziness Tax.
Yahoo
Yahoo content
Yahoo content bids
Yahoo will decide where the Google ads will run and which search terms it can use, Yahoo said in a statement.
how do you think this will be determined? Will they limit saturation/added competition in competitive areas or give preference to YSM ads - Y will probably still make more from their direct PPC advertisers... or, will they just continue to fill up their partner sites (a bit scary)?
n.
how do you think this will be determined?
From a Yahoo conference call today:
Sue Decker: We are really excited about the potential of what we are announcing. It allows us to do what we do best. And it gives Yahoo full control over all aspects of its business. Hallmark of this agreement is its flexibility. It also enhances our options. Lets us determine whether and how we display Google's paid search ads alongside ads from our own Panama marketplace. We will display Google paid search results where they deliver better value. We decide how much of our search inventory will display those ads. We keep unfettered control over the user experience.....
One thing we learned is that GOOG monetizes well for query ads, but not as competitive in the tail. So we want control in segments where we are comparable in terms of performance. So with this we get the best of both worlds.
Full details here [washingtonpost.com]
.... We will display Google paid search results where they deliver better value. We decide how much of our search inventory will display those ads. We keep unfettered control over the user experience.
Wow.. a Corporate FU to open marketplaces If i ever heard one. This should officially say "We will display Google Paid search results where they deliver better Investor value".
Otherwise, what "magic hat" does Yahoo wear that they deliver "better value" in any other definition of the word value? Certainly not "better customer experience" or "better ROI for our advertisers".
I don't know about you, but unless Yahoo is segregated it sounds like a time for an Adwords revolt if this is how google is going to structure its major deals.
