Yahoo! New PPC Platform

Yahoo! will have the largest revamp of its PPC (Pay Per Click) ad platform (Yahoo! Search Marketing) in Q3 of 2006, since its acquisition of PPC technology from Overture in 2003.

The most anticipating new feature will be the Quality Index, which is going to be a Google-like algorithm - Quality Score. This will completely change Yahoo! PPC bidding model, comparing with its old platform in which ad position is purely determined by the bid price of the keyword.

With the New Yahoo! PPC platform, advertisers will be able to test different landing pages and different ad copies to a single keyword. In terms of the account structure, there will be multiple ad groups with a single PPC campaign. Advertisers will be allowed to assign a single ad copy (title, description and display URL) to multiple keywords.

According to Yahoo!, other new features will include the faster turnaround time in human approval of new campaigns, ad copies and keywords, and the share of clicks forecasting which you will see an estimation of the number of clicks you will receive on a given day at a specific price. Day parting will also be possible.

Yahoo! has already provided the beta test of its new PPC platform to limited number of selected advertisers. It is expected to be available to all advertisers once Yahoo! has ensure the stability of its new PPC platform.

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