On February 5, 2007, Yahoo is introducing a new ranking model in the U.S. that considers an ad’s quality and bid amount. The new model is designed to help advertisers spend less time in bidding wars and more time creating the most relevant, effective ads, which can help drive better results for your business.
Here’s a quick summary of this important change:
Both bid amount and ad quality will determine an ad’s rank in search results beginning February 5, 2007. This will replace the current method, in which ads in search results are ranked by bid amount only (bid-to-position).
This is designed to allow you to focus less on competitive bidding practices and more on the quality of your ads.
By improving the quality of your ads and making them more relevant to users, you may be rewarded with a better ranking and/or a lower cost for your ads.
Example of How Ads May be Ranked
The graphic below helps illustrate a scenario that may result from this change:
Note: The graphic above is provided for illustrative purposes only, and will not actually appear in your account.
What is "Ad Quality"?
Ad quality is determined by:
The ad’s historical performance - its click-through rate relative to competitors and normalized for position.
The ad’s expected performance - determined by various relevance factors considered by Yahoo!’s ranking algorithms, relative to other ads displayed at the same time. Overall ad quality is displayed in graphical form by the quality index.
Other Important Things to Know
Standard match type ads will no longer receive priority placement over Advanced match type ads.
Fewer Sponsored Search results may now appear at the very top of the page for certain search terms
Once you’ve upgraded to the new Sponsored Search system, you’ll be able to gain an understanding of your ad’s overall quality by looking at its quality index. |
