Yahoo! Maps Out ‘Panama’ with SES Preview
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Written By Reprise Media | August 9, 2006 | Share This
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It was a bit of a disappointment when Yahoo! delayed the debut of Panama, their upcoming paid search system, during their Q2 earnings report. Although we won’t be able to get our hands on it and play with it until the end of the year, Yahoo! gave SES conference attendees a little sneak peek - Loren Baker has the goods, including some presentation slides.
Basically, Yahoo! plans to come out with the new YSM application sometime in Q4, and follow with their new search rankings system during Q1 next year (although possibly before - in time for “Christmas shopping season,” says Baker). The new system will be based, as long expected, on a more Google-like algorithm factoring in ROI and ‘Quality Score.’ More stuff to expect:
- An emphasis on geotargeting when setting up new campaigns
- A new keyword recommendation tool
- Scheduling features like dayparting
- ‘Dynamic keywords’ allowed in titles and ad copy
- An ‘A/B’ testing service
- ‘Alerts,’ letting advertisers know when budgets are maxing out, keywords are declined, etc.
It also looks like Yahoo! wants to bring conversion tracking in house, offering to “automatically optimize a site” that uses their tracking system.
And that’s not all they’re trying to co-opt. “CPA budgeting brings the usability & positive experience from the third party SEM management systems into the Yahoo Experience.” We reserve judgement, but we’ll believe it when we see it, guys.
Topics: Yahoo! |