Yahoo! has announced that it will be improving its sponsored search PPC advertising next week, giving users more transparency into and control over their accounts and campaigns.
Effectively the company will be integrating its search engine marketing capabilities with a new tool. The Yahoo Network Distribution Feature will let advertisers run PPC search ads on Yahoo’s search pages and/or the company’s partner sites. If an advertiser runs ads on the the wider Yahoo! network they will also be able to set different bid levels for Yahoo sites or those of it’s partners.
In an attempt to bolster the appeal of its search engine marketing services and attract advertisers away from Google’s adwords, the company is also adding an ‘import campaigns’ feature to its marketing solutions tool. This will allow users to import files such as Adwords campaign data into Yahoo! search marketing campaigns.
“We know there are many advertisers who use other search marketing providers such as Google Adwords, so we’ve built a feature allowing easy and efficient conversion of your adwords campaign data into Yahoo! Search Marketing campaigns” says David Pann, Yahoo’s vice president and general manager of search engine marketing.
“Our sales team has some new tools to help advertisers who work with a Yahoo! account representative, including a web-to-mobile migration tool that makes it easy to move a traditional paid search campaign to our mobile paid search platform”
“Another tool automatically adds relevant new long-tail keywords to a campaign as our systems show that users are now searching for them. Additionally, we know that advertisers can add thousands of keywords/terms into their account at any given time, so we built a tool that can group them into ad groups by relevance automatically”.
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