Ad quality more important than ever, says Yahoo!

Category: Search

March 18th 08, 11:30

An upcoming change to the way Yahoo! sets minimum bids is focusing the spotlight more than ever on quality, the company has highlighted.

Roger Park, manager of marketing communications at Yahoo!, writes on the Yahoo! Search Marketing Blog that search marketers may receive a lower minimum bid if their ad is high quality.

Additionally, better ad positions could be available for the same price for high quality content, while this approach should also boost relevance and by extension clicks.

Mr Park offers four tips for improving ad quality, the first of which is tracking performance using the quality index and the Ad Performance Report.

Tip number two is simply writing better ads by including keywords in title descriptions and ensure landing pages are relevant.

Users are also advised to use ad optimisation to automatically display the ads receiving the most clicks, while grouping relevant keywords together is also named as a savvy online strategy.

In a previous blog post, the company's Jeff Hecox explained that sponsored minimum bids are to now follow an auction model rather than being fixed at $10 (£5).

This news story was brought to you by Bluhalo, a leading UK digital agency.

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