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What Do Yahoo's Sponsored Search Tweaks Mean?

By: Jordan McCollum
2008-05-21

Apparently, Things continue to be busy here at Yahoo!, and not just because of any on-again/off-again courtship by a company from a rainy land. Yahoo announced yesterday a few...

...few minor adjustments in their Sponsored Search program. Among the changes:

  • Status for offline objects (campaign, ad group, keyword, etc.) displays in red. Objects that are online are displayed in blue or black letters.
  • The Top Campaigns and Watched Campaigns tables on the Dashboard page now include a Status column.
  • Minor updates to the Campaigns page, including adding a Status column.
  • Minor updates to the Ads table on an Ad Group page.
  • The ability to export (using the Download buttons) at the account-level Ad Group and Keyword pages, under the Campaigns tab.

(side note: Dear Yahoo Blogger-who-I-will-not-name: Try a 5-minute course in HTML or the little buttons at the top of the post window. Your code is ugly and the Internets will never, ever love you if you cut-and-paste a bulleted list from a word processor again.)

Could these minor changes signify something deeper? The latest rumors in the Google-Microsoft-Yahoo love triangle indicate that Yahoo and Google are working toward a permanent advertising deal, but nothing has come of them thus far. Even if they do announce a deal, Yahoo has indicated that theyll continue to provide some Sponsored Search and they wont abandon the Panama platform.

But is this more than just not abandoning the platform"does this mean that the Yahoo/Google deal isnt forthcoming? After all, Googles just announced that theyll accept ads from third parties on their content network"but neither Yahoo nor Microsoft was invited to the party. Was this the open platform the Posts sources referred to"and has Yahoo missed the boat?

In case youve missed out on speculating about the fate and future of Yahoo this week, heres your chance: is Yahoos blog post writing on the wall or just routine maintenance? Speculate away: my YahooSpetaculator3000 is broken.

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About the Author:
Jordan McCollum is a staff writer for the popular marketing blog Marketing Pilgrim. She has worked in search engine optimization with clients including 3M, Little Giant Ladders and ADP. After graduating from Brigham Young University, Jordan joined the SEO copywriting team at the Internet marketing firm 10x Marketing. After 10x closed its doors in December 2006, Jordan became a freelance writer and Internet marketing consultant specializing in SEO. She also has extensive experience with web analytics, conversion rate enhancement and e-mail marketing.


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