Yahoo’s new search effort bears fruit for advertisers, comScore reports
Yahoo Inc.’s new search marketing initiatives are paying off for advertisers, says a report from comScore Networks Inc. The first week after Yahoo revamped how it lists advertisers in its paid search sponsored links, click-through rates from links were up 5% from the rate the week before the changes took effect. The second week, they were up 9% from the baseline week.
Yahoo on Feb. 5 launched a new paid-search result ranking model that takes into account not just how much an advertiser is willing to pay to be listed but also how relevant the advertiser’s site is to the search terms, much like the Google model.
“ComScore data show that the recent introduction of Yahoo’s new search marketing ranking model is already having a positive impact on the click-through rates for Yahoo’s search advertising,” said James Lamberti, comScore senior vice president of media and search solutions.
ComScore also reports that the share of clicks going to sponsored search results vs. so-called “natural language” or “organic” search results increased to 10.6% for week ending Feb. 11, up from 10.1% the week before, and to 11.1% the next week, up from 10.1% two weeks before.
The introduction of the ranking model is the second phase in the rollout of Yahoo’s new search advertising system, known as Project Panama. ComScore tracks a panel of Internet users. The Yahoo study is based on the online behavior of comScore’s U.S. sample of 1 million Internet users.
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