Yahoo Pamana Ad Testing Improvements
Yahoo! recently has introduced two new improvements to its paid search marketing platform.
Ad testing can be quite an important strategy in PPC marketing. The more relevant the adcopy, the better chance it receives more clicks. This has a positive impact to improve the click-through-rate (CTR) and the quality score of an ad (or the keywords of the adgroup).
Write and Test Multiple Ads
Ever since the first day of the Panama launch, it has been allowing the rotation of 20 unique ads per adgroup. One of the recent improvements regarding ad testing is the ability for advertisers to create as many as 20 different ads on one screen of the Panama interface. This means within the user interface, you will no longer have to create only one ad at a time.
Ad Generator and Optimization
If you want to test more than 20 ads in the same adgroup, you will have to however use the new feature Ad Generator. The improved parts of Ad Generator are its abilities to delete bad ads and store additional ads on deck. With Ad Generator you are still allowed to rotate a maximum of 20 ads at a time, but anything over 20 they will be placed in the storage area. When an ad in the 20 is deleted due to bad performance, one of the ads in the storage area will replace it.
The Ad Generator saves the candidate ads in a pending area–outside of the ad group–where you can view and remove candidates you don’t like. Ad optimisation functionality then moves the remaining candidate ads into your ad group, where it compares ad performance–it keeps the ads that perform the best and deletes the others.
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