What Does The Yahoo & Google Partnership Mean for PPC Advertisers?
June 13, 2008 by Pablo Palatnik
As most of you online marketers have probably heard already, Microsoft and Yahoo have stopped all talks for good and Yahoo may partner with Google to outsource their paid search. Yahoo has been struggling with paid search for years trying to compete with Google, and now eventually they are giving in paid search.
Personally, I’m not sure if this will be a good thing or bad and whether it will be a good thing or bad thing. I was thinking about how this could affect my campaigns considering I’ve had some very good success with Yahoo that I haven’t had with Google because of quality score issues for the most part. Yahoo has been good to me for the simple reasons that it was very different than Google in its paid search platform.
Don’t get me wrong, Google has proven great for me as well but it actually has kept me from launching some campaigns because of quality score issues where Yahoo has been less restrictive in that respect.
An example is an eBook campaign I have run. When I first launched it months ago, Google proved to give me results in terms of good quality score but no real conversions. Yahoo has always converted with lower cost-per-clicks. I spoke to a Google Adwords rep and she told me because of user experience, ebook sites are ranked with poor quality scores and bids start from $5.00. You may get away with a good or OK quality score, but I’m talking in general.
I’m not exactly sure how the partnership will be handled in terms of Yahoo panama disappearing or Yahoo just using Google for content paid search which Yahoo has lacked for…well, since always.
We’ll see how this affects us search marketers in the coming weeks.
From the Financial Point of View:
