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May 31, 2007

Yahoo has launched its new Panama search platform in the U.K. and is testing new implementations to better match technologies that will help its search marketers.

To help ensure it launches its new ranking model successfully, Yahoo has started running a limited test across its U.K. advertisers in which the display order of Sponsored Search listings in some keyword markets is based on factors other than bid criteria.

In determining listing positions, Yahoo's new tests will take into account a particular ad’s CTR (click-through rate), as well as other relevancy factors.

The total amount of Sponsored Search traffic that Yahoo will be providing shouldn't change. However, due to optimisation of certain keywords marketers may see traffic volume increase or decrease depending upon the relevancy of their offers and other optimisation factors.

Overall, Yahoo encourages its advertisers to track their results from individual keywords, so that they can manage their bids for maximum return-on-investment.

Yahoo's new Sponsored Search system will be rolled out in the U.K. real soon, beginning with advertiser migration later this quarter.

Yahoo plans to contact its ad partners and search advertisers with more specific information as the rollout date approaches.

The new Yahoo Search Marketing Panama is also currently rolling out in Asia, specifically in Yahoo Japan’s Overture division.

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Source: Yahoo