Nothing particularly new here, and they haven’t launched yet, but in their September “On Target” advertiser newsletter, Yahoo outlines forthcoming features for their ad platform: ad testing and the quality index.
For experienced advertisers, the descriptions will sound almost identical to similar Google features (although we’d guess that Google’s quality measures are more sophisticated). Note in the ad testing explanation that you’ll be able to run multiple ads against all the keywords in your “ad group”. Ad group? Hmmm…. The option to display the “best” (read: most profitable for Yahoo) ad sooner, or run them all equally to maintain control over the testing process at your end, also sounds identical to Google’s approach. Well, for this AdWords addict, the familiar functionality will be welcome.
Perhaps the publicity is a sign that the rollout is on schedule and that many accounts will indeed be upgraded by year-end?
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Andrew Goodman is Principal of Page Zero Media, a marketing consultancy which focuses on maximizing clients’ paid search marketing campaigns.
In 1999 Andrew co-founded Traffick.com, an acclaimed “guide to portals” which foresaw the rise of trends such as paid search and semantic analysis.
