New Yahoo Paid Listings System: Yea & Nay
So Y!SMS is planning to dramatically change it’s Direct Traffic Center, well overdue (how many hours does it take you to turn campaigns on and off?). However it appears that in doing so, they have taken it in my opinion, over the line and decided to re-vamp it’s entire PPC advertising program. There is an excellent overview of what the proposed changes are on Search Engine Watch Forum Details On New Yahoo Paid Listings System
(My opinion’s are based only upon reading this forum posting, as I have not come across any other publications discussing it as of yet.)
Essentially what Y!SMS is suggesting is that they become a “clone of Google Adwords but with better functionality” because that’s what we need, an identical advertising system to turn to when Adwords isn’t producing for us……
The main ‘cloning’ change involves bidding. Whereas now advertisers can position their sites in listings regardless of their CTR, with the new system, positioning will be based on an algorithm similar to that of Google’s. So, advertisers will not be able to view competitor’s bids, and thus will not be able to as accurately secure their exact desired position. Adwords is not perfect, just as Y!SMS is not perfect. Yes update the interface, yes correct the time issues, yes improve the reporting, yes allow for ad copy testing, but replacing the foundation of it’s PPC bidding structure before allowing it’s enhancement with these other changes? Dicey. Going after the big dog by conforming to it’s own game plan doesn’t sound like a winner to me.
But this is just one girl and her pal’s opinion.