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We reorganized both Google and Yahoo accounts from a messy home-grown affair to a meticulously structured hierarchy - Google returns shot up, Yahoo leads dropped.
We increased our Yahoo bids to position 1 for our target keywords, DOUBLING our spend - our CTR went up .01% while our conversion rate dipped.
Is anyone else out there seeing declining performance in Yahoo? Is Yahoo just broken?
I went through each ad group and looked for keywords that had an abnormally high number of impressions and only a few clicks. By abnormally high I mean something like 1300 impressions and 2 clicks in a day. If these keywords had no conversions over the last few months, or had a real lousy ROI, I either deleted them or turned them off. If removing the keyword wasn’t an option then I would compromise by setting the match type to Standard. Keywords that had a low number of impressions (like 20 a day) and no clicks were just left alone.
Then I added at least one new text ad to each group using a new landing page url if possible. I paused any existing ads that had a low Quality Index.
The result of removing a few 'trouble' keywords from each ad group and adding some fresh ad text was a much higher CTR and a far better Quality Index on ads, which of course led to a notable increase in conversions.
I think the reality here is that Yahoo is very CTR driven and you really have to treat long tail keywords differently than you would in Google.
What exactly do you mean? Care to elaborate?
KEY YAHOO PROBLEM: Impressions for a given keyword are WAY DOWN-- everyone is going
I recently clocked several. The tricky part is figuring out which to block since Yahoo won't/can't release a list of their partners. Fortunately for me, I'm able to do this by comparing our server logs to sales reports.
We are looking at a log file analyzer to pull out as many partner sites as possible. Hopefully this will help. We've also shutdown some of the campaigns that were performing the worse than others. That said our spend on Yahoo PPC is 2x more for the same ROI as what we are averaging on Google, MSN, Nextag, etc.
Simply analyzing referral logs in general may not help in this situation unless you are sure the site is a partner of Yahoo.